Google Play’s Diamond District on Roblox
The Project
Google Play aimed to celebrate its Diamond, Platinum, and Gold Play Points members with exclusive in-game perks in one of its most downloaded apps, Roblox. ‘Diamond District’ invited players to navigate an obstacle course and explore multiple mini-games, highlighting the variety of experiences Roblox offers. Players earned points across the different challenges, which could be redeemed for special prizes. Tiered membership unlocked extra features and rewards, giving top members a premium in-game experience.
The Work
As Creative Strategist, I was responsible for overseeing the original concept and ensuring the brand vision remained aligned with the expectations of Gen Z and Gen Alpha on Roblox. Additionally, I supported the concept for rewarding the Play Point members.
Assignment: Google Play
Creative Strategy: Annemieke van Leeuwen
Assignment Agency: Giant Spoon
Game Developer: The Gang