What Brands Can Learn from How to Train Your Dragon's Roblox Success
- Stephen Dypiangco
- 3 days ago
- 5 min read
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Over the last three years, I've seen a lot of branded Roblox games come and go without making much of an impact. The concepts might sound fun and interesting, but when players show up, they leave five minutes later because there’s not that much to do other than try to unlock free UGC avatar items. Shallow gameplay, no progression, no community, no real fun.
But lately more and more brands are finding serious success on the platform by creating truly fun games that are capturing both Roblox players' and the Roblox algorithm's attention.
Universal Pictures just did that with their new How to Train Your Dragon Roblox experience.
This is a game people are actually playing, sharing, and loving. And it’s a good case study for how brands can do Roblox right—if they lead with gameplay, not just marketing objectives. Full disclosure, I worked on the How to Train Your Dragon game as a strategist for the developer Sawhorse. This post reflects my analysis, not an official statement from Universal or Sawhorse.
Custom Game as Part of a Bigger Roblox Marketing Strategy
Universal has been using Roblox as a promotional platform for some time. Their first Roblox campaign I noticed was Minions: The Rise of Gru integrating into Adopt Me! in 2022. Since then, they’ve launched custom games for Kung Fu Panda 4 andWicked. And now, they’ve done the same for How to Train Your Dragon.
Roblox is a great platform to promote these movies because it has so many Gen Z and Gen Alpha users (over 97M DAUs) that are hard to reach elsewhere. Having a strong presence can help a brand such as How to Train Your Dragon build awareness with younger audiences and encourage them to see the movie in theaters.
In this campaign, the Roblox components included:
A standalone game built around How to Train Your Dragon
Integrations into partner games (Bayside High School, Teamwork Puzzles 2, Pull a Friend) across the platform to boost discoverability
Distribution of the official Roblox game trailer via YouTube, Instagram, and Twitter, using Universal Pictures and the movie’s own social handles
The custom Roblox game was just one piece of a cross-platform effort, extending awareness to players on and off of Roblox, but it’s proven to be a powerful one.
What Makes the Gameplay Actually Good?
Let’s start with the moment that hooks people: you tame Toothless, the main dragon from the film.
Players begin by bonding with the dragon, recreating the most iconic scene from the original film. There’s even a cinematic cutscene where your avatar reaches out to touch Toothless’s snout, just like in the movie. This is a highlight in the new live-action trailer, and it’s been one of the most widely shared moments from the Roblox game on social media.
From there, you enter a loop that’s much deeper than a standard branded game's loop:
Ride your dragon through the island of Berk, completing tasks like knocking out rock-flinging targets and fishing for food
Feed your dragon to keep it healthy and level up your bond
Unlock new dragons with different powers as your skills increase
Equip your dragons with saddles that give special boosts like higher speed
And that’s just the start. The game is structured for ongoing content. There’s a liveops plan in place. Over the first several weeks, new dragons are being released—including the Red Death, the main villain from the movie.
Players Are Saying the Game Is Legit
There’s always skepticism when brands enter Roblox, and players can smell an ad from a mile away. But the reaction here has been overwhelmingly positive.
After two and a half weeks:
The game has 18 million+ visits
It’s sitting at a 97% user rating
Players are staying an average of 13 minutes per session (according to RoMonitor)
People are not just logging in, they’re coming back. They’re creating videos. They’re leaving comments like:
“I’m literally reliving my childhood."
You can feel the nostalgia. These are players who grew up with the original How to Train Your Dragon movies and shows. Now they’re back on Roblox, bonding with Toothless again, this time as their own avatar. That emotional connection is rare, and this experience nails it.
Why the Progression System Matters
In most branded games, there’s no real reason to come back after 10 minutes. But here, progression drives retention.
Every player starts with Toothless, but the real hook is unlocking new dragons with stronger abilities
Feeding and bonding increase your dragon’s power, letting you complete more complex tasks
Different dragon saddles give your creature new skills and advantages
There’s something to work toward, and that keeps people playing. As new dragons get added, that motivation only grows.
Visuals That Impress Even Hardcore Roblox Players
One thing that surprised me was just how many players commented on the game's graphics. Roblox isn’t known for visual fidelity, but the team at Sawhorse pushed the platform hard.
Berk is instantly recognizable with its rocky cliffs, oceans, and Viking-style villages
The dragons are beautifully modeled and animated, with unique silhouettes and movements
The cinematic moments feel big, almost like cutscenes from a console game
That polish elevates everything. Even if you’re not a fan of the franchise, it looks and feels like a premium experience.
Yes, There’s Roblox Monetization—But It’s Not Invasive
There are two forms of monetization in the game:
A VIP pass
A UGC pass, which unlocks premium cosmetic items
There’s also free UGC available—like a movie-themed shield tied to quests. This gives players something tangible for participating without needing to spend Robux.
And the best part? None of it gets in the way of the core gameplay. You don’t need to pay to enjoy the game. But if you love it, there’s more to unlock.
What Other Brands Can Learn From This
If you’re a brand considering Roblox, here are three lessons from How to Train Your Dragon:
Make the game fun first. You can’t fake it. If the gameplay isn’t compelling, no one will stick around.
Tap into emotional moments. The Toothless bonding scene is iconic. Put those story beats into players’ hands.
Plan beyond launch. With new dragons and liveops content, this game isn’t a one-and-done promo.
When you combine strong IP, good game design, and a thoughtful rollout strategy, Roblox becomes more than a billboard. It becomes a place your fans want to hang out.
And in this case? They’re hanging out with dragons.
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