Samsung Galaxy Store Roblox Campaign Game Case Study

Not an app-install ad, but a brand experience players remember inside Roblox

The initial campaign goal for Samsung Galaxy Store was to create a touchpoint with Roblox users and, in the longer term, build interest that could connect back to Galaxy Store usage.

However, directly pushing external app installs inside Roblox has practical limits. Players enter Roblox to play games, not to be interrupted by ads. So METAMATE reframed the approach:

Instead of forcing app-install conversion, create a brand experience players can enjoy inside Roblox first.

The result was Catch the Drop! Win the Runway. Players explore a city and runway inspired by the Galaxy Store campaign, interacting with missions and rewards that make the brand part of the play experience.

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Project Summary

Item	Detail
Project	Catch the Drop! Win the Runway
Brand	Samsung Galaxy Store
Goal	Create a Roblox campaign game where users can naturally experience Galaxy Store
Scope	Planning, map and system development, UI, UGC reward structure, FGT, QA, launch support
Day-4 snapshot	Peak CCU 1,614 · 500,000 cumulative visits · 3,000 UGC items distributed in 2 hours · 86.7% like ratio
Game Link	View on Roblox

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1. Challenge: The gap between brand goals and Roblox player behavior

From a brand perspective, it is natural to hope a Roblox campaign will lead to app installs or service usage. From a player perspective, the experience is different. If a game strongly pushes an external app install, the play experience breaks and the brand can feel intrusive.

The core question was therefore not “How do we force installation?” It was:

• How should Galaxy Store be remembered through space and action inside Roblox?
• Can players accept the experience as a game before they read it as advertising?
• Can brand elements sit naturally inside rewards, runway movement, and mission loops?
• Can we create measurable participation within a short campaign window?

Those decisions needed to be clear before production started.

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2. Solution: Design the play loop before brand exposure

METAMATE focused first on why players would move, return, and care. The city map, runway, drop rewards, and UGC items were connected into one playable loop, turning the Galaxy Store campaign into an interactive Roblox experience.

Design Element	Role
City environment	Frames the campaign as a Roblox world, not a static ad
Runway route	Gives players a clear movement path and goal
Drop rewards	Creates repeat play and timing-based motivation
UGC items	Extends the brand into avatar ownership
FGT/QA	Uses real player response to tune flow, difficulty, and UI

In a brand game, the key question is not how often the logo appears. It is why players continue playing an experience that includes the brand.

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3. METAMATE's Production Scope

METAMATE handled the work of translating campaign objectives into a Roblox game structure.

• Game planning: Turning campaign goals into Roblox player behavior
• Map production: Building city and runway spaces that reflect the campaign concept
• Systems development: Missions, drops, rewards, movement, and UI flow
• UGC reward design: Connecting limited items with play motivation
• FGT and QA: Checking gameplay feel, flow, and bugs before launch
• Launch support: Monitoring metrics and early player response

The central job was not just development. It was translating what the brand wanted into behavior that makes sense inside Roblox.

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4. Results: Day-4 participation snapshot

These metrics were recorded on the fourth day after launch. Cumulative visits include repeat visits and are not a count of unique players.

Metric	Result	Meaning
Peak concurrent users	1,614	Highest number of users playing at the same time during the recorded period
Cumulative visits	500,000	Game visits, including repeat visits
UGC items	3,000 distributed in 2 hours	The allocated limited-item supply was exhausted
Like ratio	86.7%	Share of submitted game ratings that were likes

The project connects the brand with city exploration, runway play, and UGC rewards inside Roblox, without requiring an external app-install flow.

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5. What to decide before preparing a similar campaign

A Roblox brand campaign should not begin with “let's make a game.” It should begin with these decisions:

• Goal: awareness, visits, UGC sell-through, or product/service interest
• Conversion path: direct external app push or in-Roblox brand experience first
• Reward structure: why players should return
• Brand exposure level: how to be remembered without feeling like an ad
• Validation plan: what to test with FGT before launch

METAMATE starts by translating brand goals into Roblox player behavior. Then we design the map, systems, UGC, and operations around that behavior.

Discuss a Roblox Brand Campaign