Episode Summary
In this episode of Process Unpacked, host Amir Khorram sits down with Nicholas Kovacich, Head of Product and Partnerships at Exclusible, to explore the dynamic world of Roblox game development. Nicholas shares insights into how Exclusible collaborates with major brands like Care Bears and YouTuber Like Nastya to create immersive, community-driven gaming experiences on the Roblox platform.
Nicholas walks listeners through the meticulous process of building a successful Roblox game, from strategic ideation to the development and launch phases. He emphasizes the importance of understanding Roblox’s unique community, leveraging the platform’s tools, and aligning brand goals with player expectations. Nicholas also highlights key strategies for extending a game’s lifecycle, including regular content updates, player-driven feedback, and innovative marketing approaches.
Whether you’re a game developer, marketer, or tech enthusiast, this episode offers valuable lessons on creating engaging virtual experiences that resonate with diverse audiences. Tune in to learn how Roblox is reshaping gaming and brand storytelling.
Guest-at-a-Glance
Name: Nicholas Kovacich
What they do: Head of Product and Partnerships
Company: Exclusible
Noteworthy: Expert in Web3 innovation, gaming, and immersive brand experiences.
Key Insights
The Power of Community-Centric Game Design
Nicholas highlights why a community-first approach is essential for success on platforms like Roblox. Instead of focusing solely on marketing or brand goals, he explains that engaging with the unique preferences and behaviors of the Roblox audience is key. By creating games that would remain enjoyable even without a brand association, developers can build experiences that resonate with players. Nicholas stresses the importance of user feedback, citing how community input inspired features like a fishing mini-game in the Care Bears game. This approach not only improves gameplay but fosters long-term player loyalty and deeper connections with the brand.
The Strategic Role of the Game Design Document (GDD)
The GDD serves as the blueprint for Roblox game development, laying the foundation for every step in the process. Nicholas explains how this critical document defines the game’s core loop, development strategy, and monetization framework. He emphasizes the importance of starting small, testing concepts, and iterating based on community feedback. The GDD is more than a plan—it’s a living document that evolves alongside the game, ensuring developers stay aligned with both the brand’s objectives and player expectations.
How Roblox’s Algorithm Drives Discovery
Nicholas demystifies the role of Roblox’s algorithm in helping games gain visibility and attract players. He reveals that games require at least 100,000 visits to become searchable, making initial marketing crucial. By using ads, collaborations with other games, and influencers, developers can introduce their games to the right audience and feed data into the algorithm. Nicholas explains how retention, monetization, and session time metrics influence the algorithm, making these factors critical to a game’s long-term success.
Evolving Brand IP into Engaging Virtual Worlds
Through collaborations with Care Bears and Like Nastya, Exclusible has shown how brands can adapt their IPs into immersive Roblox games. Nicholas shares how these projects succeeded by aligning brand identity with the platform’s strengths, such as its UGC focus and broad demographics. He discusses the importance of designing games that extend a brand’s community while remaining authentic to the platform’s playful and social nature. These insights underscore how brands can use Roblox not just for marketing but as a vital channel for community engagement.
Episode Highlights
Prioritizing Performance in Game Design
Timestamp: [00:44:00]
Nicholas explains how optimizing performance is critical to building successful Roblox games. Exclusible initially struggled with balancing high-quality visuals and seamless gameplay, particularly on devices with limited capabilities. By forming a "performance task force," the team improved game stability through measures like reducing texture sizes and optimizing assets. Nicholas emphasizes that performance is a non-negotiable aspect of Roblox development due to its global, mobile-first audience.
"We made a performance task force to lower crash rates, implementing measures like reducing texture sizes and objects. Your game must perform well for everyone—Roblox is mobile-first, played worldwide on all kinds of devices."
The Role of AI in Revolutionizing Roblox Development
Timestamp: [00:27:00]
Nicholas dives into the emerging role of AI in streamlining Roblox game creation. He describes how AI tools are helping developers with terrain generation, automated coding corrections, and environment design. These advancements lower entry barriers for new developers while enabling experienced teams to innovate faster. AI integration also introduces healthy competition, empowering more creators to bring their ideas to life. Nicholas predicts a future where anyone can easily build a Roblox game, fostering creativity across the platform.
"Roblox is adding AI for terrain generation, environment design, and code correction. These tools will let anyone build games easily, creating more competition and innovation."
Shaping Engagement with Regular Content Updates
Timestamp: [00:38:00]
Nicholas emphasizes the importance of keeping players engaged with regular updates to maintain a game’s longevity. At Exclusible, new content such as zones, collectibles, and mini-games is added periodically based on player feedback. He also highlights community-driven events, like designing in-game companions, which deepen player involvement. These updates not only improve gameplay but also create excitement and build stronger community ties.
"We started with weekly updates, launching new zones, collectibles, and quality-of-life improvements. Community events like Halloween companion design contests bring creativity and engagement to new levels."
Understanding Roblox’s Demographics and Appeal
Timestamp: [00:12:00]
Nicholas explains why Roblox is uniquely appealing to brands and players alike. Its diverse audience spans genders, regions, and age groups, making it a robust platform for brand engagement. Nicholas points out that Roblox combines gaming with social interaction, making it more than just a platform for play. Brands that treat Roblox like a social channel—akin to Instagram or TikTok—stand to gain long-term community growth.
"Roblox is the biggest UGC platform, with 80 million daily users and a 50-50 gender split. It’s a new social space where people game, meet friends, and engage."
Top Quotes
- [00:08:00] Nicholas Kovacich: "We decided to focus on Roblox because it offers unmatched variety for brands and creators. The platform’s UGC foundation means there’s something for everyone, from tycoons to simulators, creating endless opportunities to align with different audiences."
- [00:12:00] Nicholas Kovacich: "Roblox’s demographic split is its strength—balanced across gender, regions, and age. It’s not just gaming; it’s a social space where people connect, share, and create together."
- [00:27:00] Nicholas Kovacich: "Roblox is revolutionizing development with AI tools like terrain generation and automated coding. These innovations make creating games more accessible and fast-track innovation for developers."
- [00:29:00] Nicholas Kovacich: "Understanding community behavior post-launch is critical. We use Discord channels, analytics, and feedback voting systems to identify what works and what needs improvement, like introducing a fishing mini-game based on player input."
- [00:38:00] Nicholas Kovacich: "Content updates are everything. Start with a strong core loop, then build based on what players enjoy. Our Care Bears game evolves weekly, from new zones to community-driven features."
- [00:44:00] Nicholas Kovacich: "Performance must be a top priority. Roblox games are mobile-first, played worldwide on low-end devices. A game that crashes will lose players quickly, no matter its content quality."
