Dubit

Dubit is a game development and youth research company that creates branded virtual worlds, digital products and interactive experiences for younger audiences. Founded in Leeds in 1999, it began by developing early browser-based virtual worlds and later combined that production background with research into children’s and young people’s digital behaviour. Its work connects brands, entertainment companies and educational organisations with audiences across user-generated gaming platforms.

The studio develops experiences for Roblox, Fortnite through UEFN, and Minecraft. Its production services span concept development, world-building, game mechanics and live operations. Alongside standalone branded worlds, Dubit integrates campaigns into existing games through themed zones, quests and mini-games. This approach gives clients several ways to participate in established gaming communities, from individual activations to ongoing experiences supported by community management.

Research-led interactive experiences

Youth and family research informs Dubit’s strategy and product development. The company combines quantitative and qualitative research with usability testing to understand media habits, gaming preferences and platform behaviour among Gen Z and Gen Alpha audiences. These findings support campaign planning, experience design and the development of children’s mobile applications, educational games and health and wellbeing products.

Dubit also develops immersive commerce experiences and digital avatar merchandise. Its work includes virtual fashion collections and in-game storefronts connecting Roblox experiences with external commerce platforms. The Maybelline Glamhattan project, for example, incorporated an Amazon-powered shopping experience for physical cosmetics, while other projects have focused on branded gameplay, educational engagement and entertainment events.

Its portfolio includes work for Unilever, Kraft Heinz, Reckitt, PBS KIDS and The BRIT Awards. Across these projects, Dubit combines audience understanding with interactive production, helping clients shape experiences around how young people play, explore and socialise online. The business maintains a transatlantic presence, supporting both production and commercial relationships in the UK and North America.