How The Salvation Army is taking thrifting to the next level on Roblox

The Salvation Army is stepping into the metaverse with the launch of “Thrift score”, the world’s first digital thrift store on Roblox. The experience, which went live last week, aims to engage younger audiences where they already play, shop, and express themselves.

Developed in collaboration with immersive game studio The Gang and led by independent agency BarkleyOKRP, the virtual store reimagines a traditional thrift shop as a fully explorable digital environment.

Players can browse racks of digital items for their avatars, including creator collaborations, player donations, and replicas of real Salvation Army products. The mix of rare and limited-edition items comes at accessible price points, encouraging wide participation across Roblox’s community.

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“Thrift score” is integrated into popular Roblox games such as Seaboard City and Daycare Party, embedding the thrift experience into virtual spaces players already enjoy. Influential Roblox creators contributed limited-edition user-generated items, with select designs highlighted throughout the store.

The Gang, known for crafting immersive brand experiences on platforms such as Roblox, translated the look, feel, and flow of a Salvation Army thrift store into a dynamic digital space tailored for Gen Z and Gen Alpha audiences.

Proceeds from “Thrift score” mirror the real-world mission of the Salvation Army, supporting rehabilitation, recovery, and community programs nationwide.

“Thrifting has always been about more than price, it’s about creativity, individuality, and purpose,” said Mark Nelson, ARC commander at The Salvation Army. “By bringing our thrift store into Roblox, we’re introducing a new generation to the spirit of thrifting at Salvation Army in a way that feels natural to how they explore, play, and express themselves today.”

In tandem, Tim McCracken, SVP, creative and AI at BarkleyOKRP said, "Gen Z doesn’t think in terms of storefronts and shopping carts. They discover through play, culture, and exploration. Roblox gave us the opportunity to rethink what a thrift store could be in a digital-first world, one built around interaction and discovery while staying true to The Salvation Army’s mission.”

The Salvation Army’s move into Roblox echoes earlier efforts by brands such as AirAsia, which in August last year launched AirAsia World, a virtual space where players could explore ASEAN-inspired destinations, complete gamified challenges, and earn in-game rewards. Both initiatives highlight how brands are increasingly turning to gaming platforms to reach younger audiences and fuse entertainment with immersive experiences.

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