Google introduced right this moment that it’s launching a brand new expertise in Roblox — particularly, an expertise primarily based round its Play Factors rewards system. The playable expertise provides an immersive impediment course and several other rewards, each digital and bodily, in addition to a number of mini-games and a VIP vault solely for Diamond, Gold and Platinum members. The Diamond District expertise is on the market beginning right this moment via July 2.
Gamers can entry the Diamond District’s options by linking Google Play Level account with Roblox. The expertise follows on an replace that enables customers to redeem Play Factors for unique gadgets inside Roblox, and now Google Play holds an unique house inside the platform. Play Factors members can purchase digital rewards inside the Diamond District’s rewards, similar to headphones and gliders themed after the glittering Play diamond emblem.
Jackie Titus, director of Google Play’s activations and engagement, instructed GamesBeat in an interview, “Constructing off of the success from final yr, we need to proceed to level-up our rewards program this yr with unique perks and experiences that actually delight and reward our most useful members… To construct on that momentum in 2025, we got down to create one thing our members can get pleasure from all around the world that will place us instantly inside a vibrant gaming setting that will delight them. And as we dug deeper into the content material our viewers loves, Roblox shortly rose to the highest.”
Along with the core expertise, the Diamond District additionally provides bodily rewards for Play Factors members, together with a customized Google Play x Spine One controller and a restricted version present field. Over the following week, customers have entry to merch from different corporations, similar to Duolingo’s Duo owl plushie. Titus mentioned of the rewards, “Rewarding our members in some ways is on the core of our program. With Roblox being a totally digital expertise we knew it was particular and noteworthy to create tangible collectibles that signify the world of our Diamond District.”
Titus added, “From the start this expertise has been meticulously crafted with our members at its very core. Our artistic course of started with how we are able to convey our dedication to be probably the most rewarding program, delighting our members at each flip…. Our artistic course of began again in January with early ideation on how our Roblox world may tie into our bigger model marketing campaign. The method was fairly palms on from the start. It concerned many workshops, customized backend builds, new performance and testing periods all over launch.”
