Samsung launched “Samsung Space Tycoon” on gaming platform Roblox, where it shares a “virtual space where users can create, play games and share experiences using Samsung Electronics’ products together”. And since I’m an unapologetic Roblox fan, I was keen to try it out. But, oh boy, was the game so disappointingly buggy.
What’s “Samsung Space Tycoon”?
Samsung introduced its “Space Tycoon” game on Roblox, taking design and functionality cues from the business simulation ‘tycoon’ genre—and you can play it now but typing “Samsung Space Tycoon” on the search bar in Roblox. In the game, you’re meant to “design various Samsung products”—like Galaxy smartphones and other Samsung appliances. And in order to do that, your Roblox character would need to “mine” different resources like copper and different gems first. It seems extremely similar to something like Minecraft, except that you’re building stuff like the “Galaxy Buds Pro”.
“Space Tycoon is designed to be a playground where many customers can experience unlimited possibilities of virtual spaces,” said Jinsoo Kim, Executive Vice President at Corporate Design Center in Samsung Electronics.
So, wait… it’s buggy?
Entering the “Samsung Space Tycoon” world reminded me of any other generic Roblox platform. You’re brought to a starting point, stacked on top of the other Roblox player avatars who reached around the same time as you. However, this platform has “Samsung” plastered all over the walls and ceiling.
You also get a green arrow to follow around to teach you where to go, which I found incredibly helpful. The spaceship-like platform you’re brought to after leaving the starting point is huge, so I would have had a hard time trying to figure out what to do at first if it wasn’t for Samsung’s blatant hand-holding.
The game didn’t start off as buggy. In fact, it was an interesting Roblox concept—making my avatar mine for rocks in an alien world and bringing the rocks back to turn them into Samsung products. But I faced my first problem in the mining area, trying to equip myself with my pickaxe. Since I was playing on my iPad, I faced a problem a lot of Roblox games had—I found it difficult to press the pickaxe button as it was hidden underneath the list of other Roblox players.
After a few aggressive tries, I managed to hold my pickaxe and start mining for rocks. After I collected enough, a green arrow asked me to go back to the spaceship to turn the rocks into products. And that’s where I faced the bigger bug in my boot.
The laboratory part of the Samsung spaceship let me turn the rocks I collected into various Samsung items. With the tiny amount I collected, I was able to build the Galaxy Buds Pro. But I found trouble trying to switch on the machine in the game that would turn the rocks into the earbuds. No matter how many times I try to switch it on, nothing happens.
I was thinking that perhaps I didn’t collect enough rocks, or if I was missing something. But the green arrow leading me to locations was adamant that I needed to switch on the machine. I even tried switching the game on and off again—and I was still guided to the machine by the arrow.
“Samsung Space Tycoon” could be a fun mindless game that also serves as a big old advertisement for their products. But the bugginess of the game doesn’t bode well with their image.
According to Samsung, they created the game targeting “Gen Z customers”. The mid and older Gen Z-ers are already young adults or teenagers. Most Roblox users are younger—with 29% being those aged 9 to 12. So, most Gen Z individuals and older might not be interested in Roblox. But I get that Samsung wants to introduce their brand to younger users—you know, start them young.
“We wanted to give our Gen Z customers a chance to experience Samsung products in a way they have never done before. We will continue to showcase content that can deliver more meaningful and entertaining digital experiences for both our current and future customers,” said Jinsoo Kim.
Space Tycoon is available in 14 languages—including Korean, English, Chinese and Spanish. Samsung will also introduce additional features to the game where users can interact with one another, share their creations and attend exclusive virtual parties. They’ve also fixed some bugs, according to its notes on Roblox, but I think they still need to work on fixing the game even further.
