Nextflix: Unfinished Beef

“We launched a virtual hot dog eating contest inside Netflix’s Nextworld on Roblox, driving a 4,228% user increase and drastically boosting daily active users, average play time, and return plays - all with zero ad spend.”

As part of Netflix’s ongoing push to expand Nextworld’s audience, Buoy designed a mini-game spotlighting a live-streamed showdown between two of the biggest names in competitive eating. By tapping into Roblox’s massive user base, we not only spread the word about the event but also strategically engineered the experience to increase play time, daily active users, and return visits - key metrics that significantly elevate Nextworld’s ranking in platform search results. Within a single weekend, Nextworld saw an extraordinary 4,228% surge in new players, 11,381 average daily active users, and a jump in stickiness to 13.5%. The entire initiative ran without a dollar spent on ads, underscoring how purposeful gameplay and savvy community-building can dramatically scale engagement.