Actionary Limited – Harry Potter
The Harry Potter Virtual Challenges comprises seven challenges that are completed consecutively. To date, there have been approximately 40,000 unique users and 100,000 joins across all challenges. For an immersive experience, content is unlocked through postcards highlighting Wizarding World locations, stories, film production information, and collectibles. We wanted a community feel to the challenges and to celebrate house pride, so we developed the ‘House Cup.’ Users select a house, which visually customizes their challenges, and House Points are awarded by unlocking/interacting with content, completing quizzes, and ‘catching the snitch.’ Leaderboards show the users contribution and overall house rankings. The house with the most points each month ‘wins’ the House Cup. We are seeing engagement in the Facebook community, with people sharing progress and leaderboards along with friendly competition—cheering other House members on—which reflects what The Conqueror is all about.
Feenix Studio – Paddington Bear
Paddington: Mission Marmalade offers a delightful and immersive adventure that brings the beloved Paddington Bear into the Roblox universe. Developed by Feenix, the game allows players to help Paddington make his famous marmalade while exploring iconic locations like Windsor Gardens, London, and the Peruvian jungle. Players can unlock special items, including Paddington’s signature red hat and blue duffle coat, by completing exciting challenges. With a strong emphasis on creativity, storytelling, and collaboration, the game engages players emotionally while promoting problem-solving, critical thinking, and social connection. Since launch, the game has achieved over 2.7 million visits and a strong 76% rating. The multiplayer features foster a sense of community, while the educational elements subtly integrate learning about cooking, geography, and cultural diversity. Combining nostalgia with modern gameplay, Paddington: Mission Marmalade delivers a compelling, interactive experience that resonates with both Gen Z and Gen Alpha, making it a deserving contender for this year’s award.
The Gang – Shrek
Shrek Swamp Tycoon represents a groundbreaking milestone in IP licensing, being the first official Shrek experience on Roblox. By leveraging the world’s leading youth gaming platform, we established a direct channel to Gen Z and Alpha audiences ahead of the release of Shrek 5 in 2026. The experience demonstrated unprecedented success: five million play sessions in week one, averaging 9.1 minutes per session and generating 42 million minutes of brand engagement. Breaking into Roblox’s Top 60 globally with 18,000 peak concurrent players, the experience has maintained strong momentum, consistently reaching 1.3 million monthly active users and accumulating over 125 million engaged minutes between May and December 2024. This strategy establishes a new benchmark for IP activation in the digital age, continuing to engage an active community in new and exciting ways leading up to the next film.
Mega Cat Studios – Five Nights at Freddy’s (Striker Entertainment)
Five Nights at Freddy’s: Into the Pit redefines the horror gaming experience by blending time-travel mechanics with the suspenseful survival gameplay that fans love. This thrilling adventure challenges players to outwit relentless threats while unraveling dark mysteries across different eras—creating an innovative twist that sets it apart in the FNAF universe. Upon release, Into the Pit became an instant phenomenon, debuting as the top seller worldwide on Steam and trending to the top spot on YouTube Gaming. It ranks among the industry’s top 10%, standing shoulder to shoulder with major Nintendo, Sony, and Microsoft franchises. Its gripping narrative, fresh gameplay mechanics, and massive community engagement make Into the Pit not just a game, but a cultural moment. This breakout success proves its creativity, innovation, and lasting impact.
Minecraft – Hello Kitty and Friends
The Minecraft Hello Kitty and Friends DLC captures the magic of Hello Kitty’s world, blending nostalgia, creativity, and cultural celebration to create a brand-new Minecraft experience fans have never encountered. With features like farming, fishing adventures, and multiplayer gameplay, players of all ages can unlock special rewards, build together, and explore with beloved Sanrio characters like Hello Kitty, My Melody, and many others. To celebrate Lunar New Year, we released a limited-edition Hello Kitty Lantern Banner, designed by Razzleberries, showcasing the artistry of Minecraft’s community and offering players a festive, interactive addition to their gameplay. Minecraft Hello Kitty and Friends enriches the gaming experience, bringing a heartwarming blend of creativity, fun, and cultural significance to the Minecraft universe. The impact this DLC has made in the gaming community—bringing Minecraft into the cozy gaming genre—was evident by the more than 179 million impressions and multiple outlet placements it received within the first week.
StoryToys – LEGO DUPLO Peppa Pig
Released on Peppa’s 20th anniversary, the app blends the worlds of LEGO DUPLO and Peppa Pig, offering a totally new digital experience. Little builders can interact with their favorite characters and locations in exciting new ways, creating endless fun and laughter. The app is a collection of delightful play experiences, with each pack set in a different location from the world of Peppa Pig. While little ones are busy playing, they’re also learning lots of new things. With the LEGO DUPLO Learning Through Play approach, kids play and learn in delightful ways. It’s an adventure that encourages imagination and exploration with the adorable characters of Peppa Pig and the creative world of LEGO DUPLO. It has over 5.5 million downloads to date and was ranked in the top five kids’ apps in 73 countries within a month of launch. Extensive App Store, Google Play, and Amazon featuring
at launch, and beyond.
