By Edward Regue
On October 7, 2024, Super League and its partners unveiled a groundbreaking initiative on Roblox called “Virtual Vote”, aimed at promoting voter awareness among Generation Z. This innovative, cross-platform experience is designed to engage young players with the importance of voting while offering them a chance to check their voter registration status through a partnership with HeadCount’s “Good To Vote” campaign.
The immersive “Virtual Vote” experience spans popular Roblox environments, including Fashion Klossette, Floor is Lava, Race Clicker, Bayside High School, and Livetopia. Together, these experiences reach an astounding 60 million active users, making it one of the most far-reaching digital voter awareness campaigns ever launched.
Engaging Gen Z with Voter Awareness
With 40 million Gen Z voters, 16 million of whom will be eligible to vote in the upcoming Presidential election, there is immense potential to inspire first-time voter participation. Yet, only 28.4% of Gen Z voters turned out in the 2022 elections, highlighting a significant gap in voter engagement. “Virtual Vote” aims to close this gap by reaching Gen Z where they spend the majority of their time: on Roblox. On average, users spend 78 hours per month on the platform, more time than on the top three social media platforms combined.
Through the “Virtual Vote” game, players are introduced to Sam the Eagle, who encourages them to check their voter registration status. The game also offers educational tools, including interactive maps that teach players about state voting processes and the importance of their voice in democracy.
Once-in-a-Lifetime Prizes and Avatar Merchandise
To drive engagement further, “Virtual Vote” is offering players the chance to win incredible prizes through HeadCount.org, including:
- A trip to Los Angeles to meet Jimmy Kimmel on set,
- A private snowboarding lesson with three-time Olympic medalist Jamie Anderson,
- VIP tickets to a Sabrina Carpenter concert in San Francisco.
Players can also earn limited-edition virtual merchandise for their avatars, designed by Whosetrade, a renowned virtual fashion designer who has previously created some of the most luxurious and sought-after items on Roblox.
A Nonpartisan Initiative Leveraging Roblox’s Power
“Virtual Vote” is a nonpartisan project led by a coalition of Roblox community creators, developers, and agencies such as Super League, Virtual Brand Group, Dubit, and Skylight Media. With a history of creating engaging and award-winning experiences for brands across fashion, sports, and entertainment, this collective has turned its expertise toward one of the most important civic duties: voting.
As Justin W. Hochberg, CEO of Virtual Brand Group and founder of Virtual Vote, stated, “Generation Z’s influence is undeniable. They shape brands, build icons, and can do the same for democracy. Just as MTV ‘Rocked the Vote,’ we’re bringing voter engagement into the digital age through platforms like Roblox.”
The Power of Play for Democracy
By combining entertainment with civic education, “Virtual Vote” has found a new way to reach young voters. As Matt Edelman, President and Chief Commercial Officer of Super League, explained, “Capturing Gen Z’s attention in 3D spaces where they are joyful and focused creates the opportunity to have a profound impact. Engaging them in democracy through play ensures that voting becomes a key part of their cultural experience.”
As this initiative continues to roll out across Roblox, “Virtual Vote” is expected to have a lasting impact on voter engagement for years to come. Through its innovative blend of entertainment, education, and real-world rewards, it serves as a model for how digital platforms can be used to inspire civic participation in young generations.
To check your voter registration status, visit HeadCount’s voter registration link.
About Virtual Vote and HeadCount
Virtual Vote is a nonpartisan initiative aimed at amplifying youth voices through digital platforms to impact global democratic processes. It involves a community of leading Roblox developers, creators, and agencies responsible for engaging over 500 million consumers worldwide.
HeadCount is a nonpartisan organization that promotes voter participation through the power of music and popular culture. Since 2004, they’ve registered over 1 million voters through partnerships with musicians like Harry Styles and Ariana Grande, as well as brands like Spotify and Major League Baseball. Their mission is to embed democratic participation into youth culture, driving long-term, lasting change.
