German Customs has always found fresh ways to attract young talent — and its latest move takes the campaign to one of the fastest-growing platforms for both Gen Z and Gen Alpha: Roblox. Launching on 18 September, a custom-built interactive Customs World — developed in partnership with creative agency Zum goldenen Hirschen SouthSouthwest — opens its digital doors to players for the first time.
Inside this purpose-built experience, players can explore the many sides of a career with German Customs: from the Customs Campus and student accommodation to lecture halls, there’s a whole world to discover. Mini-games test skill and knowledge, and the most successful players can earn rank promotions — and win exclusive prizes along the way.
Why Roblox? Because That’s Where the Next Generation Already Plays.
With over 200 million monthly active users worldwide — and an estimated four million in Germany* — Roblox is one of the largest digital playgrounds for Gen Alpha and Gen Z. Average session times are high, and the community is creative, engaged and deeply connected.
German Customs knows the rules of the talent game: if you want to compete, you have to go where your audience already is. Today, that’s no longer just the school corridor or the careers fair — it’s the virtual campus, too.
Prizes? Going Digital.
Brand merchandise has long since moved beyond tote bags and biros. Winners take home exclusive digital accessories for their Roblox avatar — items that can be worn across the entire Roblox world, well beyond the Customs Experience itself. That means German Customs isn’t just played — it’s seen, far beyond its own context.
Both the accessories and the game experience were developed through close collaboration between Zum goldenen Hirschen SouthSouthwest and tech agency Demodern.
Multichannel, Not Monologue.
The launch is backed by a wide-ranging digital campaign: paid content, partnerships with high-reach creators and social media activations ensure the Customs World makes its presence felt not just on Roblox, but across TikTok, Instagram and beyond.
*Source: https://icon-era.com/blog/roblox-live-player-count-and-statistics.97/
