Dec 23, 2024
Dec 20,2024
Roblox is a massively popular multiplayer online platform that allows people to create games and play together. It's estimated that between 80 and 100 million people enjoy playing on the platform on a daily basis. And it’s easy to see why.
Rather than just one game, Roblox is a library of experiences that allows you to follow any interest. From adventure and strategy games to simulators, time trials and more – there’s no shortage of genres to play, each with unique graphics, rules and rewards.
And then there’s the unique opportunity to create your own set of games, too. Roblox has a thriving community of developers, many of whom learned their trade on this accessible platform.
Irish developers and studios are at the height of this gaming revolution and are making a splash on the global stage. Studios are releasing unique games to critical acclaim, ranking hundreds of millions of player visits. At the same time, businesses aim to help traditional Irish brands in television and sport transition into this new era of digital entertainment.
The Irish game-changers on Roblox
Dáire Bohan is the founder and CEO of Bura Games. He's also a top developer on Roblox, responsible for some of the platform's best-performing releases. From Pet Heroes and Wizard Simulator to Anime Fighters (to name but a few), there have been hundreds of millions of visits to his games.
"My journey towards being a game developer on Roblox actually started way before Roblox became popular as a gaming platform," Dáire says. "I fell in love with gaming as soon as I got my first console. I think I was about five years old and I got a Nintendo DS and then a Wii and to me these worlds were fantastic."
With gaming, Dáire says he was amazed at how immersive virtual worlds can be. There was also always a learning element and a sense of fulfilment from achieving success in levels that drew him into the industry.
"I've always been a kind of a problem solver," he says. "I really enjoyed maths in school, and both my parents, luckily enough, have computer science degrees. So when I was eight years old, my dad sat me down to learn how to program on Scratch, which is this kind of child-friendly programming language developed by MIT."
Through this, Daire could combine his passion for maths and problem-solving with that of gaming. He started playing Roblox at age 10 or 11, first as a player, but quickly began building within the platform.
"I tried out a few different things like Unity and Python with Pygame," he says. "When I tried the Roblox developers platform, I found it to be the most accessible, and I started building really simple games using pre-made assets when I was about 12."
"I've been lucky enough to be a top developer on Roblox for the last five years - since I released Wizard Simulator in 2019. I was 17 at that stage, between fifth and sixth year in school. Since then, many of my games have been really successful, which has been an amazing experience for me."
For Dáire, a string of hits has cemented his status as a top developer on the platform, which he describes as an amazing experience. Arguably, his most successful release, Anime Fighters, came out in 2021 during the worldwide pandemic.
"COVID was obviously a terrible time," he says. "But during that time, video games were an amazing avenue for people to connect when they weren't able to do so in person. And there was also a huge boom in the games industry at that time, and that's really when Bura got started."
"We were trying to build these games that allowed people to have those same experiences that I had had growing up - build safe spaces, in some cases, spaces where you can socialise with people who wouldn't otherwise be able to. So it's not just you on a game on your own, you're interacting with and socialising with other people."
The typical day for a Roblox developer
Roblox can still be an enigma for many people. What exactly goes into a typical day? And with the huge number of games releasing each day, is it all that easy?
"I don't think I really know what a typical working day is yet," Dáire says. "I just graduated this summer with a degree in pure maths, so until now I have always been juggling my studies – in school and in college – with my games development. It really varies – a lot!"
In the early days, Dáire explains that things started very casually. As he was doing his Leaving Cert at the time, he would build games just for himself and for his friends – providing just a few updates. While studying for his maths degree, he says that it's been a lot harder.
"Juggling the games company with my maths degree has really been hard at times, especially coming up to game releases or coming up to exams," he says. "It can be very, very intense. There's definitely been some 60 or 70-hour weeks. And on a launch day, I might spend 15 or 16 hours working, barely having time to eat."
"But then, on the flip side of that, sometimes when we're between games or when we are ahead of schedule on development, there can be a lot of flexibility and relaxation as well, which is really nice."
With the success of Bura Games, Dáire is unsurprisingly doing a lot more management in his day-to-day, including meetings with his team and exploring potential collaborations with other studios and brands.
"But I always make sure to get my hands dirty with development, because really that's what I love about it and that's our bread and butter" he adds.
Some advice for aspiring Roblox developers
Roblox is an open and accessible platform for people entering game development. For those looking to make their big break, Dáire has some words of wisdom.
"If I was to consider what piece of advice I would give myself when I was just beginning my journey – it would be to just be creative and stick to your guns. If you are really passionate about an idea and you think it's going to be really fun - really fun – then just go and build it."
"Don't worry too much about what's successful. Don't try to chase trends. Just do your own thing. Because if you build something that you'll enjoy and your friends will enjoy, and you do a good job, other people will enjoy it as well. And that's exactly what happened for me."
"I'd also say that it's a lot more possible and accessible than people realise, but it also takes a long time," he adds. "I was building games for years on Roblox before I had any success - and I never had any real expectation of success. I was building games for myself and my friends – I was building games because I loved doing that and I loved playing them."
"Don't worry too much about what's successful. Don't try to chase trends. Just do your own thing."
"While doing that, I was building my skills and building these games entirely for the joy of it, which made it very easy to do years of unpaid training and skills development. But it was an amazing journey all the way through."
"At the end of the day, if you want to make your 50th game, you have to make your first game. And everyone's first game sucks. My first game was absolutely awful. So - enjoy the work, be creative and stick with it."
As for the future, Dáire shares news of an upcoming title from Bura Games, Power Up, that will be released soon. Players will collect powerful weapons and armour to battle against monsters with friends. Dáire says it's quite different from previous releases and that he can't wait to get it into the hands of gamers.
If Bura Games' track record is anything to go from, expect millions of players to enjoy Power Up and everything else the team conjures up in the future.
For more information about Dáire's work, go here.
From Gucci to GAA – the new names entering the Roblox space
In addition to its unique games, Roblox has become a haven for brands. Everyone from Ralph Lauren and Gucci to Adidas and Maybelline has created platforms where fans can interact with new products.
Musicians now host meet-and-greet experiences with fans on the platform. Competing mediums like streaming giant Netflix, now have their own Roblox universe where you can explore TV series and films. Even IKEA has virtual stores to help players decide on furniture.
Sinéad Hosey is the co-founder and COO of Feenix Group, which specialises in crafting custom Roblox worlds and games. For her, it's easy to see why Roblox is enjoying enormous attention right now.
"It's all about being in the right place at the right time," she says. "Roblox handed creative control back to the players just when younger generations were itching for a creative outlet."
"It hits the nail on the head with Gen Z and Gen Alpha embracing creativity, digital design, and forming communities around the most niche interests. The low cost of entry doesn't hurt either, most games are free to play, with optional in-game purchases that don't require you to break the bank to still have fun."
From Paddington to Puffin Rock – the growth of interactive experiences
In their work, the Feenix Group have already helped big names make the 'digital transition' into gaming. Their debut Roblox experience, Paddington: Mission Marmalade, reached over one million visits in its first 3 weeks.
"Where eyeballs are, brands will follow," says Darragh Barker, Head of Strategy at Feenix. "The uptake in brands and IPs making moves on to Roblox is a direct response to the platform's soaring popularity and the relentlessly enthusiastic community it has cultivated."
"Any platform with a strong, engaged, and passionate community like the Roblox community will eventually see brands looking to get a slice of the action," he adds.
Now, Feenix is gearing up for its first Irish IP partnership with Carton Saloon, with Puffin Rock and Friends. Released this month, players will experience a vibrant adventure that brings the magic of Puffin Rock to life, hatch and grow their own friends, explore show locations, and help characters through fun, engaging quests.
Taking something like a major movie or an established television series does have its challenges. But as the Head of Studio at Feenix, Ciaran Warren, explains, creating these kinds of collaborations is all about balancing familiarity while bringing something new to the fold.
"I've been a passionate Roblox player since 2015 and began developing on the platform in early 2020," he says. "What excites me most about working with incredible brands like Paddington and Puffin Rock is the chance to bring them to life in a way players recognise and love. It's all about creating familiar, heartwarming experiences in a format that feels fresh and engaging for Roblox fans."
Making Roblox work for both fans and brands
When helping a brand enter the Roblox space, Sinéad says that there's a mix of being both strategic and respectful to the original IP. They work closely with rights holders to ensure audiences are being served.
"We focus first and foremost on making a great game", she adds. "If the core loop and player experience isn’t at the forefront of what we do, then we run the risk of missing the mark and delivering an experience that players don’t want to engage with.
"It’s then all about how we can bring the IP or brand values through in a way that feels authentic but doesn’t seem jarring to the players who will be ultimately determining the success of the game."
Feenix has also partnered with the charity Rehab to test Roblox experiences before they're launched to ensure they're fun and accessible for all players.
"We're getting the students in Rehab to test the game and put it through paces before we go live on Roblox," she explains. "Their hands-on involvement in testing the game will provide invaluable feedback on gameplay, accessibility, and player experience. We're excited for players to experience the positive impact of their insights, making this adventure welcoming to all."
With Paddington and now Puffin Rock under their belt, Feenix is only getting started. Already, Sinéad says that Roblox players can expect exciting projects from them in the future.
"Another really exciting Irish-focused project we're working on is our partnership with the GAA. The team is all passionate about Irish sports, so this is a real dream project. That's not all we have coming in 2025 - so watch this space!"
For more information, you can visit the Feenix Group website here.
