Why Marrybrown is building its next customer touchpoint on Roblox

Marrybrown is expanding its digital marketing ambitions with the launch of its own experience on Roblox, as the Malaysian QSR brand looks to strengthen engagement with younger consumers and bridge online interactions with offline store visits.

According to Lynn Low, chief marketing officer at Marrybrown, the move was driven by changing consumer behaviour and the growing importance of immersive digital spaces in how younger audiences interact with brands.

"Roblox was selected because it is more than just a gaming platform," said Low in conversation with A+M. "It has become a digital community where younger audiences spend time, interact, create, and engage with brands in a highly immersive way."

She added that younger consumers are increasingly engaging with brands beyond traditional media, social media and in-store experiences, spending more meaningful time in digital environments that are interactive and experience-led.

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"As a homegrown QSR brand, we see Roblox as a relevant platform to connect with Gen Z, kids, teens and young families in a space where they are already active," she said. "It allows us to bring our ‘Something different’ positioning to life in a more playful, modern and engaging way."

Low explained that the Roblox initiative is not intended to be a standalone activation, but part of a broader digital engagement strategy focused on connecting Marrybrown’s online and offline ecosystem.

Building on loyalty

The campaign will be promoted across Marrybrown’s social media platforms, in-store communication, digital channels, customer engagement platforms and the MB App. The brand is also exploring mechanics that connect gameplay to physical rewards and outlet visits.

“For example, users may be encouraged to participate in an activity on Roblox and redeem a reward such as a free burger through the MB App at participating Marrybrown outlets,” Low said.

She added that the initiative is designed to support broader business objectives beyond awareness, including app engagement, customer data acquisition and long-term loyalty.

“Through this, Roblox becomes more than just a gaming activation,” she said. “It also acts as a digital entry point to build stronger brand awareness, app engagement, customer data acquisition and long-term loyalty.”

While the initiative is aimed at reaching younger audiences including kids, teens and Gen Z consumers, Low said the broader goal is to ensure long-term brand relevance as customer behaviours continue evolving.

“It is also about building long-term brand relevance,” she said.

Brands need to be present in spaces where their future customers are spending time.

Going beyond one-way communication

Looking ahead, Low said Marrybrown plans to continue building a more integrated marketing ecosystem that connects physical outlets, loyalty programmes, digital platforms, social media and immersive experiences.

“Traditional TVCs, social media and in-store campaigns remain important for Marrybrown, but we believe the future of brand engagement must go beyond one-way communication,” she said.

“As Malaysia’s homegrown fast-food brand, we want to continue evolving with our customers while staying true to who we are, a fun, family-friendly and innovative brand that always brings ‘Something different’ to the table.”

Marrybrown is not the only brand entering the Roblox sphere. Earlier this March, Monde Nissin took its SUMO mini cookies into the Roblox, combining gaming, community, and influencer engagement, with the goal of keeping kids connected during the long school break. Meanwhile, The Salvation Army also stepped into the metaverse with the launch of “Thrift score”, the world’s first digital thrift store on Roblox in February. 

Last year, in conjunction with the ASEAN Summit 2025, AirAsia expanded its footprint in the digital realm with the official debut of AirAsia World on Roblox, creating a new playground for fans to explore the rich cultures of ASEAN through gaming.

At the end of 2025, Roblox had pledged to strengthen safety measures for its young users in Malaysia following heightened scrutiny from government officials over concerns about the impact of online gaming on children. The platform’s commitment comes in the wake of a troubling incident in Johor and amid ongoing discussions about potential restrictions or bans.

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How The Salvation Army is taking thrifting to the next level on Roblox 
AirAsia brings ASEAN to Roblox with the launch of AirAsia World