# Roblox Brand Experience Observatory 2026 — codebook

## Unit and verification

Each row is a distinct Roblox initiative associated with one consumer brand. `official_status = verified` requires a first-party brand announcement, a Roblox announcement, or an official brand creator corroborated by the public experience. `uncertain` records are retained during research but excluded from totals.

## Researcher-coded fields

`state = persistent` means the experience returned a usable public game response at observation and available evidence supports an ongoing destination. `campaign-ended` means the public endpoint was restricted or unavailable. This is not an effectiveness judgement.

`format` is multi-label: persistent branded world; campaign/event experience; branded game; branded activation inside another Roblox experience; entertainment/IP world; retail/showroom; product launch; educational/utility experience; other.

## Observed fields

`place_id` and `universe_id` identify the Roblox resource. `visits`, `playing`, `favorites`, `created`, `updated`, `genre`, `category`, and `max_players` are copied only when returned by the unauthenticated public game response. Every volatile value has `observed_at`. A restricted response is missing data, not zero.

## Interpretation limits

Visits, favourites, and concurrent players are descriptive public counters. They do not measure campaign effectiveness or causal commercial impact. The v1 pilot is a registry, not a representative adoption study.