Oct 15, 20244 min read

How 5 Top Roblox Games Acquire Players with Halloween Updates

Top games launch Halloween updates with new seasonal content and gameplay.

Every week we publish exclusive research about how brands are activating on the Roblox platform.

Halloween is a big deal on Roblox. Many of the UGC gaming platform's top experiences release major updates full of new artwork such as pumpkins, ghosts and graveyards. Other games go even further by creating special levels and limited-time Halloween currency and rewards.

Why do so many games put in the considerable effort required to deck out their maps with spooky decorations and new features? It's because Roblox players love Halloween, and major live operations (liveops) updates can successful attract players and drive in-game monetization.

The long term health and success of a Roblox game can greatly depend on how fresh and fun the game's content remains over time. And the key to maintaining freshness is releasing liveops updates that give players new ways to enjoy the game.

Liveops updates can be very small, such as introducing a few new earnable items. Or they can be big with whole new levels and ways to play the game.

In order to learn more about what liveops looks like today on Roblox, let's take a look at 5 popular games on the platform and how they are celebrating Halloween with their own updates.

My Hello Kitty Cafe

My Hello Kitty Cafe is a restaurant simulation game made by Rock Panda Games that has over 439 million lifetime visits. Players can build up and decorate their own Hello Kitty-themed cafes and restaurants by hiring workers, shopping for furniture and appliances and serving customers.

For Halloween this experience has launched a special event tied to the character Kuromi. Players can participate in several new quests, including a scavenger hunt to collect items that will unlock fireworks. They can also access a Kurmoi-themed restaurant floor plan blueprint, which they can use to customize their cafes. Lastly, the experience is offering free UGC avatar items tied to this event.

Livetopia

Made by Century Games, Livetopia is a roleplay game with 4.6 billion lifetime visits where players can choose their own roles, outfits, jobs, houses and vehicles. While the game has deployed a wide variety of Halloween decorations such as pumpkins and cobwebs across its map, what's most interesting is the limited-time Halloween Pass available for sale in the game's store. After all, driving monetization is a key factor for getting picked up by the powerful Roblox algorithm.

The Halloween Pass is the first item promoted in the store, and it's available for a 50% off discounted price of 499 Robux. This bundle is jam packed with items for players to use in the game, including a Halloween castle, 2 sports cars, ghost tent, skeleton guitar, book of necromancy, floating house, dark castle, pumpkin candy jar upgrade and a black cat pet. For those players who want to get into the spirit of the season, this pack offers a lot of options.

Toilet Tower Defense

Based on the popular YouTube series Skibidi Toilet, Toilet Tower Defense is a tower defense simulator game that has amassed an impressive 5 billion lifetime visits. In this game, players set up towers to prevent waves of attackers from infiltrating their home base.

As one of the most popular games on the Roblox platform, Toilet Tower Defense has gone all out for Halloween. There's a Halloween Graveyard map full of jack-o'-lanterns, tombstones, skeletons and chains. But there's an even deeper level of Halloween gameplay tied to seasonal levels and candy currency. Players can also complete Halloween season quests and purchase a Halloween crate, which includes the ability to earn Halloween XP and candy faster.

Walmart Discovered

Walmart Discovered has been on Roblox for over 1 year, growing to over 27 million lifetime visits by offering players the chance to discover curated avatar outfits and experiences. [Full disclosure: I work on Walmart Discovered as part of the Sawhorse development team, overseeing analytics.]

A fun new feature that the experience offers is the "Costume Conjurer," which allows players to dress up for Halloween with spooky outfits. Player can try on various curated outfits and purchase some or all of the items that make up the outfit. This can be found in a 2-story haunted house that also includes mannequins showing off outfits curated by Roblox UGC designers.

Here's what players can expect from Walmart's Halloween update:

🏪 NEW Costume Pop-up Shop with UGC & outfit inspiration 👹 NEW Weekly Quests 🧙 NEW free limited UGC, curated items & Halloween outfits 🍬 NEW Halloween-themed carts, wraps & effects Play spooky Glide & Seek, explore the new world map & department updates

Sonic Speed Simulator

The top branded experience on Roblox of all time with over 1 billion lifetime visits, Sonic Speed Simulator from Gamefam allows players to collect rings, level up and increase their speed. Along the way, they can collect various Sonic the Hedgehog themed cosmetic skins.

For its Halloween update, this popular experience introduced a Halloween map called Pumpkin Hill, which features a large castle populated by ghosts. By completing quests in the game, players can unlock a special reward: Vampire Sonic. There's also a limited time event called the "Boo Bash" happening, where players can unlock another reward: Reaper Metal Sonic.

It's so interesting how many different iterations of Sonic have been made available in the game over the years. It just shows how the possibilities for offering unique content and rewards are really quite infinite.

Here's more from the Sonic description:

🎃 HALLOWEEN WORLD + BATTLEPASS SEASON 1 AVALILABLE 🎃 ◉ PUMPKIN HILL WORLD IS FINALLY HERE! explore the spooky world and unlock Vampire Sonic!

Which of these Halloween updates do you think is the most appealing? Let me know on LinkedIn.

Have a Roblox game you'd like me to write about? Send me an email with more details: steve [at] metaversemarcom.io