AttractEngageGAMESCOM BOOTH EXPERIENCE
Roblox's most successful European activation to date. 15,000+ visitors, 2.5M+ social views and 8,000+ exclusive UGC items claimed across three days.
WHERE ROBLOX MET THE REAL WORLD
Gamescom's most talked-about activation. A fan-first stand that became a cultural moment for Roblox's global community.
Fresh Movement was commissioned by Roblox to create their flagship Gamescom stand. A multi-zone activation that brought the community together IRL, welcomed aspiring developers into the platform, and became the most successful European activation in Roblox's history. The stand featured a live stage with developer talks, game demos and competitive gameplay sessions, alongside a community zone with hands-on experiences, UGC creation stations and a photo booth. Everything was gamified, from collectible pin badges that unlocked exclusive digital items to competitive stage games played in front of a live audience.
WHAT WE WERE
UP AGAINST
Roblox needed more than a booth. They needed a destination. With over 300,000 attendees and every major publisher on the show floor, Roblox had to cut through the noise. The brief was clear: create something that resonates with a diverse audience (from young players to adult developers), keeps people engaged across multiple zones, and bridges the gap between the physical event and the digital platform.
HOW WE MADE IT HAPPEN
We designed and built a multi-zone stand where every square metre was interactive and gamified, with a physical-to-digital UGC journey connecting the real world to the Roblox platform.
The Stage Zone
A dedicated stage where Roblox developers gave talks, demoed creations and ran live Q&As. The highlight was the competitive gameplay sessions where participants came on stage to play Roblox games in front of a live audience, creating shareable moments that drove social buzz across the event.
The Community Zone
Built for hands-on participation. Visitors played different Roblox experiences across multiple stations, created UGC designs on interactive whiteboards, and stepped into a photo booth where they could pick up Roblox items and get a photo taken inside a Roblox world to take home and share on social.
Physical-to-Digital UGC
We created exclusive Roblox UGC as physical collectible pin badges. As visitors completed each zone, they collected a badge. Once they had the full set, they received a code to unlock all those items as digital UGC inside Roblox, available exclusively at Gamescom. It gave fans a reason to explore the entire stand and extended the experience beyond the show floor.
The Numbers That Matter
Everything was gamified. Everything was interactive. The numbers tell the story.
THE IMPACT
Over 15,000 visitors across three days, making it one of Gamescom's most-visited brand stands. 8,000+ exclusive UGC items claimed through the pin badge journey. 200+ content pieces published in real-time, generating 2.5M+ social views. 30+ creator collaborations extended reach well beyond the convention floor, and the competitive stage sessions became some of the most-shared moments of the entire event. Cited internally as Roblox's most successful European activation to date.
This wasn't a booth people walked past. It was a destination. And one they're still talking about.
“Fresh Movement always pushed us to go bigger and be more creative and give the fans what they want.”
