July 25, 2024
Block by block: building a game world for youngsters
Not just an amalgamation of robots and blocks, but a platform for experiencing VRT stories in a new way. That is the power of the online game platform Roblox. “As VRT, we have a rich offer that we want to bring to our audience in the best possible way. Since Roblox offers the possibility to build your own worlds and games, we are currently trying to bring our strong formats out there. For example, with the 'Ketnet Kermis' we developed a new world where you can meet all the Ketnet presenters." Gregg Young, Head of innovative virtual productions, explains why Roblox is an important platform to a public broadcaster.
About Roblox and security
“Just like social media, Roblox is an 'open' world and you have to be smart about it. Security is exactly what Roblox pays attention to. For example, they build in all kinds of chat filters and guard users' privacy. This is different from certain social media platforms we know. We prepared thoroughly before laying the first virtual brick in Roblox. By having a presence on Roblox with VRT, we are only making this online world a safer place. We create a private environment where parents and young people know they can find reliable content and make children media savvy in online gaming platforms.”
Where the game and media sectors intertwine
“The game industry is bigger than the film, television and music industries combined. Much of the screen time that young people spend today goes to social media and gaming. Yet within the media sector, gaming is often still in its infancy. As a public broadcaster we want to reach everyone, not only through our own channels but also by offering our offer on platforms where young people are already present anyway, such as Roblox, Fortnite or Minecraft. We develop new games that reach kids and of course are also just fun to play.”
How to build your own world
“We chose to gain the necessary expertise in-house while also working with external partners. This way we can strengthen each other: we gain experience thanks to the Flemish game sector and also support the market. In recent years, we have been strongly committed to expanding our network, both nationally and internationally. We already worked together with other European media companies in various ways.”
Strong partnerships, home and abroad
“We work together with creative developers, digital creatives and 3D designers. On the one hand through internal talent, graduates from game schools such has DAE, PXL, LUCA School of Arts and Thomas More. On the other hand with companies in the market that already have a lot of expertise. Mapshot and Yondr are two companies that specialize in online game worlds such as Roblox and with whom we have already developed fun formats. We also regularly exchange knowledge with the European Broadcasting Union (EBU) and the public broadcasters France Télévisions (France), NKR (Norway) and YLE (Finland). This is done through our international network Future Media Hubs.”
Insights and results
“In December 2023, we released our own Ketnet Fair for The Warmest Week in Roblox. That got the ball rolling. In one month we got more than 40 000 visitors there, with a strong gender balance. More than 60% of the young people we reached there were female. We also learned that it is important to keep investing in the Roblox world. Regularly working out new updates and games is essential to ensure that visitors come back as well. More will be revealed in the coming months."
