How do you market a Roblox update?
Treat it like a small launch. An update is new footage, and new footage is a new campaign wave: you film what's new, hand it to creators, and they post it across TikTok, YouTube Shorts and Instagram Reels in the days around the drop.
Most studios do the opposite. They post patch notes in Discord and a trailer on their own account, which tells the players they already have and nobody else.
Why does an update need its own campaign?
Because the clips from your launch show the game as it was. They're still up on creators' accounts and still getting views, which is good, but nobody who saw them three months ago is going to come back for the same footage.
New content changes that. Creators get something fresh to post, and lapsed players get a reason to reopen the game. Roblox's discovery documentation also says updates and gameplay changes influence the signals behind its Home recommendations, so an update that pulls players back is worth more than one that ships quietly.
What should you get ready before the update drops?
- 01Capture the new contentRaw gameplay of the new map, item or mode. If the team is busy shipping, BloxClips handles it and sends creators in to film it to your brief.
- 02Pick the momentOne thing a stranger gets in a few seconds: the new boss, the rare drop, the reveal. That's the hook every clip builds on.
- 03Set the dateCreators need the date and the rules before the drop, so the wave lands on time.
- 04Give viewers a button to pressRoblox lets you create an event for your experience. Players can tap Notify Me and get a notification when it starts.
When should the clips go out?
A few days before the drop, then hard through update week. It's the launch split in miniature. Kill Streak ran half of its campaign before release and gained 5,000 new Discord members within a few days, and the same logic works for an update: build the crowd first, so they're waiting when it goes live.
Repetition matters. People act on the third or fourth clip, from different creators, a few days apart. By then the update looks like the thing everyone's talking about, and that's what pulls them in. One post on update day won't do much. A wave of creators posting across the week will. BloxClips campaigns aim to start getting millions of views within a week, which fits an update window.
Clipping, UGC, or both for an update?
| What you have | Best fit |
|---|---|
| A trailer or stream of the update | Clipping |
| A playable build, no videos | UGC |
| Nothing filmed, big update | UGC + clipping |
Clipping is the fast one: one strong trailer, stream or gameplay file turns into a large wave of uploads. UGC means creators play the new content themselves and post first impressions, reactions and how-to-play clips. A big update usually wants both. The services page has the two routes, and clipping vs UGC vs influencer marketing compares them in detail.
What do most studios get wrong?
They market the update to the people who already play. Patch notes, a Discord ping and an in-game banner all reach your current players, and that's fine, but it can't bring anyone new. The update is the best excuse you'll get all quarter to reach people outside your community, and it goes to waste.
The other mistake is waiting for the footage. By the time someone on the team records a trailer, update week is over. BloxClips solves both. We handle the whole wave, including sending creators in to film the new content, and every creator on the campaign cuts from that one library.
Does this work for a game that's already big?
Yes, and big games often get the most from it. Fish It was already one of Roblox's biggest games, with 4.5B+ Roblox visits. Its campaign focused on creator-made clips that could travel across short-form platforms and bring new players back into the game. BloxClips generated 1,000+ creator clips and took it to millions of viewers. The Fish It case study has the details.
How do you know the update push worked?
Compare visits and concurrent players in the week of the drop with the week before, alongside your BloxClips dashboard, which shows every video's views over time, its likes and comments, and spend per day. A spike in concurrent players on update day is the sign the wave landed; how to increase CCU on Roblox explains why the timing matters so much.
Who should run the update campaign?
If you ship updates regularly, run a wave for every one. BloxClips makes that easy to repeat. We test hooks and find the format that works for the new content, put the clips in front of people who play games like yours, and you get guaranteed reach: the network keeps posting until your view target is met, and if a campaign ends below it, we refund the undelivered portion.
You don't have to manage any of it. Tell us what's in the update and when it drops, and we handle the filming, the creators and the review. For the first wave of all, read how to launch your Roblox game, and for the full plan, how to market a Roblox game. Got an update coming? Book a call.
BloxClips generated more than 1,000 submitted clips and videos, expanding Fish It's reach to millions of viewers and new Roblox players.
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