Studio NOS Jeugdjournaal
View the case- Brand
- NOS Jeugdjournaal
- Year
- 2024
- Objective
- Other
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- In-Game
- Agency
- Boldly-XR
Objective
NOS Jeugdjournaal, the Dutch public broadcaster's news show for kids, was losing touch with its 8–12 audience on traditional platforms and needed to meet them where they already spend their time: Roblox, free to play and skewed young, with 42% of users under 12. Beyond reach, the broadcaster wanted to turn passive news-watching into active participation, teaching kids to separate real stories from fake ones by putting them inside the newsroom process itself. NOS Lab also ran the project as an ongoing experiment, using it to collect direct feedback from young viewers and to keep them coming back with a steady drip of new stories.
Solution
Inside Roblox, players step into the NOS Jeugdjournaal studio as a trainee editor and reporter. Each visit opens with a daily poll and a news quiz, then hands the player a stack of incoming story tips to sort into real and fake before any of it can air. From there they take a seat at the anchor desk to read the bulletin live, then climb aboard the show's branded bus and drive out into the surrounding city to shoot a segment on location. New tips and topics roll in every week, so the loop resets with fresh news each time a player comes back — including a special election-newsroom version tied to the vote.
Results
More than 16,000 children visited the studio in its first days, building to 125,000+ visits and 45,500 badges earned within the first two weeks, with an 85% like-to-dislike ratio on Roblox. The launch announcement drew 750,000 views, 70,000 likes and 3,000 comments on TikTok, plus 535,000 views and 17,000 likes on Instagram. When the city/reporter expansion launched in November 2024, more than 50,000 new players joined within 48 hours. The experience has since reached over 340,000 children from more than 150,000 unique players, with Roblox's own platform data showing 402,096 total visits and 1,596 favorites as of September 2026.
- 1
The player finds "Studio NOS Jeugdjournaal" in Roblox search and enters a 3D replica of the real Jeugdjournaal broadcast studio, exploring the newsroom behind the scenes.
- 2
Each day the player reacts to and votes on a new statement of the day, then takes a news quiz built from current events, with questions swapped out over the course of the week to track the real news cycle.
- 3
The player visits the control room and sees how a live broadcast is run from the inside, including the control panel, monitor wall, and camera setup.
- 4
The player searches the studio for lost NOS microphones, a hidden-object scavenger hunt.
- 5
The player sorts through a stream of incoming news tips, flagging genuine stories and filtering out the fakes mixed in among them.
- 6
The player marks breaking stories on an interactive city map to choose what to cover, then boards the branded Jeugdjournaal bus and rides out into the city.
- 7
In the city, the player locates news scenes and photographs them for the story, then switches on a camera to deliver a live report from the scene alongside a virtual camera operator.
- 8
Back at the studio, the player sits at the anchor desk and presents the NOS Jeugdjournaal broadcast, reading out the latest news live.
- 9
At the end of the shift, the player receives a "journalist report card" rating their performance.
- 10
In the election edition launched in October 2025, the player takes a daily election-themed quiz, spots election-related fake news, and works as a political reporter in the virtual city.
