Game-Focused Attribution Platforms

Toya, an award-winning Roblox studio with over one billion visits across its portfolio, has launched the beta version of PlayTiger — a new measurement and attribution platform designed to help brands and creators move beyond traditional metrics such as impressions, visits, and playtime to gain a deeper understanding of what players actually notice, discuss, and remember within their Roblox experiences.

The beta version of PlayTiger leverages artificial intelligence to analyze player behavior, sentiment, and engagement at a granular level to identify which elements capture attention, where confusion or excitement occurs, and how experiences can be iteratively improved over time, offering a qualitative complement to quantitative traffic data. The beta launch is being piloted with design partners including Miraculous Corp, where PlayTiger has been deployed to analyze player engagement across two Toya-developed games — Miraculous RP: Quests of Ladybug and Cat Noir and Miraculous Tower Defense.

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