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Roblox 2022-2023

Roblox 2022-2023

ROBLOX’ Monetization Strategy

Stap de l’Athens

2022 | Innovatank Case Study | Cross-Institutonal Competition


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It was February 16th 2022, Roblox CEO Dave Baszuski just got off a video interview with CNBC where he was grilled for Roblox’s lackluster 2021 fourth quarter results. As Baszuski left the call, he took a moment to reflect back on everything that he had accomplished with Roblox since its humble beginnings as Dynablox in 1994, a physics engine designed for learning (Appendix 1). There are currently over 20 Million Unique Experiences on Roblox, 49.5 Million Daily Active Users (DAUS), 10.8 Billion yearly hours of engagement, and 1.9 Billion in yearly Roblox revenue.

Roblox is a unique gaming company with two parts: the Roblox Studio where game developers can easily create experiences (games, social events, shopping, music concerts, schooling) and Roblox Online Gaming platform where users can socialize and meet others while engaging in these experiences.

Although Baszuski was extremely pleased with his company’s results, investors had a different outlook coming out of the Covid-19 Pandemic. There was a growing concern that Roblox’s recent success was only temporary and that once in-person learning and activities got back into full-force, DAUS and Hours Engaged would begin to decline, taking Revenue and Cash Flow down with them. (Appendix 2)

Investor uncertainty over the last quarter (November 2021-January 2022) has pushed Roblox’s share price down 28% below their IPO and down 63% below their most recent high. (Appendix 3)

Given the investor concerns, Baszuski is considering whether or not Roblox should take a more aggressive approach to monetization in the coming year.
Specifically, where should Roblox invest their resources in order to regain investor confidence, and bolster Roblox’s bottom line.

As consultants, you have been brought in to investigate Roblox’s Historical Financial Statements and to present your analysis, recommendation, and implementation to Roblox’s board of directors.

 We recommend 2 Rounds of experience for students. 

Round I 

Round I is exploratory allowing students to explore the case, discover themselves and learn to work as a team to recommend a solution. 

Through the Innovatank process, students are provided with thorough feedback to improve. 

Round II

Round II is iterative, providing students the chance to take a step back and think like an executive. Absorb the discussions in the classroom and provide a revised recommendation. 

At the end of each round, students are ranked. 

Option Round III 

Cross-Sectional Competitions Available – 

Students can compete against other sections within the institution.

Cross-Institutional Competitions

Students can compete against other institutions on the platform. 

Staps de l’Athens is an enthusiast in case competitions and an avid case writer on Innovatank. He loves learning and writing cases about the latest technologies and pedagogically transform them into classroom ready discussions.

This case study is best used to introduce topics of cryptocurrencies, virtual reality, innovation, gaming in disciplines of Financial Accounting, Entrepreneurship, Marketing, Management, Innovation Management, Ethics, Finance. 


Innovation Management

Innovation Management

Innovation Management

Innovation Management is the system by which organizations can foster a culture that supports the methodical management of human capital, information, and knowledge to transform new ideas into successful products, processes and services. The pillars of innovation include the collective knowledge, experience and other attributes of organizations and their work force that allow them to convert ideas into viable processes, products, and services that bring economic value and increase their economic competitiveness in the knowledge economy.

Topics covered

  1. Models of Innovation 
  2. Social and Economic Dimensions of Innovation 
  3. Traditional vs. Emerging Business Models
  4. Product vs. Process Innovation – Disruptive Innovations
  5. The drivers of process Innovation 
  6. Structure & Systems – what makes an organization Innovative
  7. People and Leadership 
  8. Change Management 
  9. Service Innovation (closed and Open)
  10. Stages of Product Development

Learning Objectives

1. Understand what Innovation Management is and how it relates to business strategy.
2. Understand how innovation drives economic competitiveness.
3. Understand how macroeconomic indicators play a role in shaping policy.
4. Gain familiarity with the role of organizational structures and strategies in innovation.
5. Understand the enablers and inhibitors of bringing out innovation and creativity of people.
6. Learn the fundamentals of change managements and its relevance to innovation.
7. Learn the fundamentals of intellectual property and its management.
8. Have a high-level overview of innovation in product development and in operations

Consumer Behavior

Consumer Behavior

Consumer Behaviour

Consumer Behavior focuses on the importance of understanding consumer needs, motivations, and decision-making processes. The examination of consumer behaviour from a psychological and sociological perspective; consumer motivation, personality, psychographics and lifestyle research, culture, learning theory and attitude formation. 

Topics covered

  1. Consumer Needs, Motivations, and Goals
  2. Consumer Perception
  3. Consumer Personalities
  4. Consumer Attitude Formation and Changes
  5. Individual Decision-Making
  6. Reference Groups and Word of Mouth
  7. Persuading through Messaging
  8. Influencing the Buying Process
  9. Creating Brand Loyalty
  10. Driving Innovation 
  11. Cross-Cultural Variations
  12. Technology Effects

Fundamentals of Marketing

Fundamentals of Marketing


Fundamentals of Marketing covers the environment in which marketing takes place, the definition of markets, and the marketing mix used to respond to the environment.

Topics covered

  1. The Marketing Environment
  2. Segmentation, Targeting, Positioning
  3. Marketing Communications
  4. Market Research and Analytics
  5. Product and Brand
  6. New Product Development
  7. Pricing
  8. Consumer Behaviour
  9. Marketing Channels and Supply Chain
  10. Retailing and Wholesaling
  11. Digital Marketing Communications

Learning Outcomes

  1. Describe the evolution of modern marketing
  2. Define relevant marketing terminology
  3. Explain the role and importance of marketing information
  4. Differentiate the role of marketing from other organizational
  5. Segment a market appropriately
  6. Develop a marketing strategy
  7. Identify the factors that affect consumer decision-making
  8. Recognise the strategic differences in approaching an international market versus a domestic market
  9. Apply the case method in solving specific marketing problems
  10. Analyse and describe the marketing strategy for a product that meets the needs of its potential buyers
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