NOS Jeugdjournaal promotes reading and resistance to fake news with Roblox in partnership with Boldly-XR

Objective

NOS Jeugdjournaal, the Netherlands' leading news program for youth, partnered with Boldly-XR to combat rising misinformation among young audiences. The broadcaster aimed to transform passive news consumption into active participation by bringing their editorial process to life on Roblox, a platform where over 42% of users are under 12 years old.

Solution

Boldly-XR built an interactive Roblox experience featuring a 3D replica of the NOS studio and a custom city environment where players assume the role of virtual editors. Gameplay mechanics include identifying and marking fake news, flagging breaking stories on an interactive map, photographing news scenes, operating a branded NOS van for field reporting, and presenting alongside a virtual camera operator. The experience incorporates quizzes, scavenger hunts, and weekly challenges to sustain engagement.

Results

Within two weeks of launch, the campaign reached 125,000 unique visitors, with 50,000 new young visitors arriving in the first 48 hours. The total user reach subsequently grew to over 325,000.