With the release of Apple’s new Vision Pro AR-VR headset on the horizon, many companies are starting to take note. Roblox, The online gaming platform and game creation system, stands out amongst the crowd. Looking to take strides towards the future of the gaming interface and game creation. Roblox is looking to start implementing newer tech into their game. Along with AR and VR, Roblox is looking to implement generative AI into Roblox Studio, their very own creator portal that allows users to make their own games within the game itself.
Everyone is a creator, generative AI in games
For those unaware of what Roblox is, Roblox is an online gaming platform developed by Roblox Corporation. The game is an MMORPG (massively multiplayer online role-playing game), that gives you access to servers where you can interact with other players. Each server boasts its own theme, allowing users to play on whichever server they’d like. But also, users can also create their own server in which they can build their own world.
The game is free to play but does have in-game purchases. Roblox earns the majority of its profit from the sale of Robux, the game’s in-game currency. Users can then take this currency to The B2B purchasing process is the result of a long life cycle often linked to a contract as there are many people to convince. in-game content, such as outfits or character models for their avatars.
With the introduction of the new Vision Pro AR-VR headset, Roblox has taken an interest in AR-VR applications and generative AI. In hopes of not only improving immersion but also increasing creativity, allowing every user to become a creator.
As seen here Roblox has been testing new generative AI to include in their Roblox Studio. This gives users the ability to make quick changes by typing into the interface. From being able to generate content to changing properties within the game itself, generative AI unlocks a new level of creativity for users. Much as we have seen with Adobe’s Firefly AI, the implementation of this technology is giving everyone the ability to become a creator. With the introduction and implementation of these technologies, they face the same hiccups one does with any other technology introduction.
Facing the challenges of integrating generative AI, AR, and VR
The main challenge facing developers who are implementing these new technologies is fear of misuse. For Roblox, this appears to be in the form of using the AI system to create biased and unsafe content for users.
A lot of the use of Roblox is people communicating and connecting, that’s for all ages
When CEO David Baszucki was questioned on whether VR technology is better for adults or children in an interview last week with CNBC.
While most people assume that Roblox is most typically played by adolescents, one can see from this study done by Statista that the age curve for users is not entirely that large. This creates a challenge when trying to learn how to implement AI into their creation software. One of the ways one can limit abuse when looking into generative AI is by limiting the functions available for the AI to use. If you are looking into ChatGPT’s usage policies, you can see they restrict specific topics/genres of questions from being asked and generated.
Just as with all new technology, there is cause for concern of misuse and unethical uses of them. One just has to trust in the systems put in place to avoid this misuse.
The future of immersion with AR and VR tech
One of the most interesting things to note from a marketing standpoint is the possibilities when thinking about the immersion of tech. Think of augmented reality advertisements. Something we are beginning to see everywhere in the Market definition in B2B and B2C - The very notion of "market" is at the heart of any marketing approach. A market can be defined... is AR being implemented by companies to allow their consumers to test products out before they buy without ever having to go into the store.
Above you can see a photo I took using Target’s AR application which allows users to test products in their own homes before committing to buying them. While it is very rudimentary and not entirely appealing to the eye, this is groundbreaking tech that can only improve as long as there is a need for it. Essentially, this technology can allow for personalization for consumers by virtually bringing products into their own homes. Taking the physical aspect out of webrooming.
Advertisements in AR and VR technologies
Moving back to Roblox allowing for the use of AR and VR tech within their game, could allow users to fully immerse within the game, giving them a real-life experience beyond the screen.
It’s more immersive than any other form of media
Says Roblox’s CEO David Baszucki. Also providing the thought on VR,
“It’s bigger than gaming. It’s maybe how you go to school one day, maybe how you work from home remotely, maybe how you even go to the doctor one day.”
Roblox in the past has tested around with ad placement in-game, who knows what the future of immersive advertisements could look like in an AR or VR setting, one could have ads pop up in their own living room. For Roblox, this means that creators within the game could potentially place ads on the servers they create. With this in mind, companies could market to a massive audience, according to Statista around 66.1 million daily users!
Looking into the future, the addition of advertisements into this new tech may very well be a marketer’s dream. Along with being able to fully immerse potential consumers along with being able to personalize the ads with cookies much like on your computer.
The future of marketing?
Similar to when the Web was invented, I cannot theorize where this new tech will end up 10 years down the line. But as of right now, all eyes are peeled as this new tech seems to pop up more and more.
In conclusion, while I can’t exactly say where this new technology will all end up. As a student of Marketing, these breaking innovations are exciting to the future of marketing. Everyone should take note as the future of Marketing is changing, and we may need to keep our skills honed.