Sony Teams Up With Roblox to Promote ‘Karate Kid: Legends’ for a New Generation

Sony Pictures is using Roblox to help introduce Karate Kid: Legends to today’s younger audience. The original Karate Kid came out in 1984, and many of its fans are now adults. But with a new movie coming soon, Sony wants to get Gen Z and Gen Alpha interested, and what better place than Roblox, a platform where kids and teens spend a lot of their time?

To do this, Sony is partnering with Gamefam, a company that makes games in the “metaverse” and focuses on younger players. Together, they’ve created a new Roblox experience called the Karate Kid Training Simulator, which launches on May 2.

The game comes out just before the new movie’s release on May 30 in the U.S. and Canada.

According to the game’s description, the Karate Kid Training Simulator will let players train in karate alongside classic characters like Daniel LaRusso (Ralph Macchio) and Mr. Han (Jackie Chan).

Players can explore locations from the new movie, like the streets of New York, a rooftop dojo, and even Victory Pizza. In the game, players will learn karate moves, compete with others, and complete weekly quests to become karate masters.

Gamers can also unlock fun movie-themed rewards for their Roblox avatars. Some of the items include a bonsai tree head, a Victory Pizza Box backpack, and a Karate Kid: Legends popcorn bucket hat.

This is more than just a fun game—it’s smart marketing. Kids spend an average of 144 minutes per day on Roblox, more than they spend on TikTok or YouTube, according to the tracking tool Qustodio. In 2023 alone, brand games on Roblox had over 1.4 billion visits, showing how powerful the platform is for reaching young fans.

Ricardo Briceno, Gamefam’s Chief Business Officer, said: “Reaching Gen Z and Alpha requires more than just traditional marketing — it takes showing up in the worlds where they play and hang out with friends. Roblox has become essential for building cultural relevance, especially in the lead-up to major theatrical releases.”

This isn’t the first time Sony and Gamefam have worked together. They teamed up for The Garfield Movie and created four game experiences on Roblox, getting 31 million visits in just 18 days.

They also made a game for Ghostbusters: Frozen Empire. Gamefam has worked with other big names too, including Paramount, Netflix, Disney, and A24. In 2023, they launched Barbie DreamHouse Tycoon, which has become one of Roblox’s most-played brand games, with 409 million visits.

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