Roblox swipes right on Tinder's Papri Dev as APAC communications head

Roblox has appointed Papri Dev as its new head of communications for Asia Pacific, as the platform continues to deepen its engagement with regional communities and creators.

In a LinkedIn post announcing the move, Dev said she was “excited to be on a new journey reimagining the way people come together.”

“Each day, millions of people come to Roblox to create, play and connect with each other in experiences built by a global community of creators. Can’t wait to create magic and momentum in APAC with the team here,” she added.

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Dev’s appointment comes several months after she exited Tinder, where she served as vice president of communications for APAC. She was the dating app’s first employee in Singapore when she joined in 2019 and played a key role in shaping its brand voice and reputation across the region.

At Tinder, Dev built and scaled the communications team and agency network from the ground up. She led integrated marketing and comms programmes that elevated the brand’s cultural relevance, while strengthening its equity in key markets such as Japan, Korea, Southeast Asia, South Asia and ANZ.

Prior to her time at Tinder, Dev was with Zeno Group where she held several senior roles including chief client officer, managing director of client strategy and regional operations, and managing director of India.

Her move to Roblox comes at a time when the platform is ramping up its presence in APAC, particularly as it explores partnerships in entertainment, fashion, and branded experiences to connect with younger digital-native audiences.

Recently, Essence cosmetics doubled down on immersive gaming to connect with Gen Z and Gen Alpha on Roblox, expanding its "Kingdom of essentia" experience with a new summer island and its first monetised emote. 

Meanwhile, in June, the Singapore Repertory Theatre (SRT) launched its first-ever immersive theatre experience on Roblox, inviting a new generation of audiences to engage with Shakespeare’s Macbeth in a virtual world. Part of the National Arts Council (NAC)’s Project Arts Metaverse (PAM), this digital reinterpretation of Macbeth lets players step into the mind of the tragic hero in a stylised sci-fi world.

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