WAKA survey finds 78% of Japanese adults unaware of Roblox marketing

Wakana Inc. (株式会社WAKA) conducted an online survey of 640 Japanese adults aged 30‑69 to gauge awareness of the gaming platform Roblox and its use for marketing. The study, carried out on 23 July 2026, found that 78.6% of respondents did not know what Roblox is, and an additional 25.5% of those who had heard the name were unclear about its functions.

Only 5.2% of participants were aware that companies are already using Roblox for brand experiences, advertising or events, while 87.8% said they did not know about such corporate activity. Awareness fell sharply with age, reaching 97.5% among those in their 60s.

Among the minority who were familiar with Roblox, 56.9% regarded the platform as an effective channel for reaching Generation Z and Alpha audiences. Parents and high‑income households evaluated its marketing potential above the overall average. The primary sources of information were social‑media (37.2%), news articles (35.8%) and family or friends (23.4%). The survey highlights a large knowledge gap and suggests significant room for growth in Roblox‑based marketing in Japan.