Turns out kids have been hit by that trend too, and Roblox is the melting pot. We’ve heard a lot about the blurring of the boundaries between home and work over the last couple of years. For those kids, says Kairos Group’s chief exec (and former professional gamer) Mike Craddock, Roblox isn’t a game so much as an “avatar-friendly minigame development lifestyle.” Community, creativity and commerce: the world in microcosm Often the creators of these experiences are from the same demographic as Roblox’s userbase: children, and mostly young ones – about a quarter of users are under nine, and another quarter are between nine and 12 (that makes most of them ‘generation alpha,’ with some older generation Zers). On the store: ‘experiences’ to buy or try, millions of them, all with their own look, feel and rules. Log in for the first time and you won’t be spat out into an open world like Minecraft (its closest relative), but something that looks like an app store. It was first released back in 2006 and is more of a game-making and -hosting platform than a game itself.
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