Chow Town

About This Project

Summary

We partnered with Nedbank, a leading African bank, to create a financial education experience on Roblox. Promoting business skills in a safe and relevant context for kids, Chow Town is a restaurant “business tycoon” game authentically themed around South African foods, characters and the unique cultural experience of a Braai. The game immerses young users in a fully afro-futuristic street market where they learn entrepreneurship principles as they play and engage in the experience with friends.

Goals & Objectives

The Roblox platform lacks culturally relevant content for African users. Our objective was to deliver an entertaining educational game for South African tweens, full of South African flavour, to empower them with positive money messages in an accessible digital setting that would resonate with them.

Results & Impact

Chow Town has over 200,000 play sessions since launch and ranks in the top 10% among educational experiences on Roblox for both total play sessions and session length. It has also received an 86% positive rating from users. It marks the first time that an African bank has activated on the platform.