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Play Directive — growth for Roblox games

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It used to be easier to stand out.

Who we are

We know what makes Roblox tick.

We're Roblox developers first. We've built games that found real success on the platform, we live inside its community, and we can tell what players want before the charts do.

We've also watched countless studios — big budgets, AAA résumés — bring a polished game over and wonder why nobody came. Roblox doesn't reward the biggest budget. It rewards the games that understand it.

That's how we can tell which games have what it takes to blow up on Roblox — and which don't. When we see that potential, we give the game every advantage it needs to find its players.

One team. Every lever.

Stop splitting your growth into pieces.

Most studios end up with a handful of pieces that never quite fit. We help you pick them up and build them into one cohesive vision — where every piece pulls toward more players in your game.

The usual way

  • Analytics tool
  • Thumbnail artist
  • Icon designer
  • Trailer editor
  • UX consultant
  • Game designer

Play Directive

One partnerEvery piece built toward one vision.

  • AnalyticsProprietary

  • Thumbnails

  • Icons

  • Game trailers

  • Onboarding funnels

  • Game mechanics

What you actually get

  1. 01

    1-on-1 consulting

    Direct access to veteran Roblox devs — not an account manager.

  2. 02

    Vision, strategy & placement

    Where your game fits, and how it wins its genre.

  3. 03

    Player psychology

    Why players click, why they stay, why they come back.

  4. 04

    Native Roblox charm

    Games that feel made for Roblox — not ported to it.

  5. 05

    Fixing the algorithm problem

    Turning Discover from a wall into a launchpad.

  6. 06

    Custom analytics & tracking

    Beyond the Roblox dashboard: every click, drop-off and return.

  7. 07

    Connections that matter

    Relationships with Roblox's discovery team and across the Roblox industry.

Sound like what your game needs? Apply in about 2 minutes →

Proof, not promises

Here's how we read a game.

Numbers tell you something is wrong. We tell you why — and what to change. This is the kind of read you get on your own game in the first call.

Example game

Tower defense · Home Recommendations

Last 7 daysIllustrative example

  • Play through rateRecommended for You

    1.8%▼ 0.6 pts

    Below benchmarkBenchmark: 4.6%

    WhyThe thumbnail had no cohesive hook or angle, so it never stood out on the Home recommendations page.

    The fixBuild the thumbnail around one clear hook, then test variants against genre leaders.

  • First play bounce rateNegative signal

    61%▲ 7 pts

    Above benchmarkBenchmark: 38%

    WhyThe trailer showed late-game action, setting expectations the onboarding couldn't meet for new players.

    The fixRe-cut the trailer around the first five minutes — and make those minutes deliver.

  • Robux spent per userDay 2-7 average

    R$ 0.9▼ R$ 0.3

    Below benchmarkBenchmark: R$ 3.4

    WhyWell-placed products offered great value, but the economy had no sinks — nothing for players to spend on day to day.

    The fixAdd daily sinks tied to the core loop so spending becomes a habit, not a one-off.

Is this for you?

We're selective. On purpose.

We only take on games where we believe we can genuinely move the needle. Here's how to tell if that's you.

A great fit if…

  • You have a live game — or one close to launch — with real depth behind it.
  • You have budget set aside to invest in growth, not just a one-off sponsor run.
  • You're coming from PC, console or mobile and want to do Roblox properly.
  • You want a partner who'll tell you the truth about your game, even when it stings.

Probably not a fit if…

  • You want a quick ad blast and an overnight CCU spike.
  • You're looking for someone to “just make the thumbnail.”
  • You're not open to changing the game itself.

Questions

The things studios ask us first.

We already have a marketing team. Why bring you in?

Most teams are strong at their piece. We connect the pieces — and bring Roblox-native instincts, custom tracking and platform relationships that take years to build in-house. We work alongside your team, not over it.

Can't we just run sponsored ads?

You can. But without the right thumbnail, first session and retention loop, you'll pay for players who leave within a minute. Ads amplify what's already working — we make sure it's working first.

What does it cost?

Every engagement is scoped to the game, so there's no rate card. Applying is free and carries no obligation. If it's a fit, we'll talk numbers openly on the first call.

How fast will we see results?

You'll leave the first call with a clear read on what's holding your game back. Real growth compounds over weeks, not overnight — anyone promising an instant CCU spike is selling you a sponsor run.

Do you work with games that haven't launched yet?

Yes — and it's often the best time. Positioning, onboarding and first impressions are far cheaper to get right before day one than to fix after it.

What happens after I apply?

We play your game and review your application personally. If we see real potential, we'll reach out on Discord to set up an intro call.

By application only

Think your game could be the one?

We take on a limited number of games at a time so we can go deep on each one. Tell us about yours.

Apply now

Free to apply · Takes about 2 minutes · No obligation