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Digital friendships in the time of COVID-19

Date of publication: June 11, 2020

Catalogue: ESOMAR TV: Client Summit 2020 at Home

Author: Maria Silvanskaya

Abstract:

In partnership with Reach3 Insights, Roblox is talking to thousands of players for a deep exploration of the evolution of friendships in the age of social distancing. Selfie videos submitted by hundreds of Roblox players provide rich visual and audible context, revealing profound insights on the way people leverage technology and online platforms to get closer to their friends during these difficult times.

3 takeaways: 

- The successful building blocks of online and digital-only friendships on Roblox and beyond

- Differences between real-life vs. online friendships

- How the Roblox community has come together during the quarantine and the new, emerging behaviors that we expect to become part of the gaming community's fabric moving forward into the future

- A fresh and effective way of capturing in-the-moment insights from thousands of gamers leveraging mobile messaging-based technology and approaches.

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