How can broadcasters engage younger audiences who no longer watch traditional TV? In this session, the BBC shows how Roblox can be a powerful platform for storytelling, brand extension, and building meaningful connections with younger audiences.

As young audiences move away from linear TV and toward immersive digital platforms, broadcasters face a critical challenge: how to stay relevant in the spaces where young people spend their time. Roblox is one of the most popular online platforms and cultural phenomena for play, creation and connection – boasting over 97 million daily users globally, with the average user spending 2 hours per day on it. But what exactly is Roblox, and how can broadcasters and programme makers harness its power to connect with the next generation?  

In this session, Lydia Mossahebi, Head of Digital at BBC Children’s and Education, will unpack what makes Roblox so compelling to young audiences, how it’s become the world’s biggest virtual playground, and why that matters for the future of television. She’ll share how the BBC is using Roblox to reach new audiences and extend TV brands beyond the screen, with a deep dive into the BBC Wonder Chase experience. Lydia will share practical insights and tips on how broadcasters and producers can use Roblox to build immersive experiences that grow brands and franchises - to create meaningful engagement with the next generation of viewers.