Roblox Ramps Up APAC Comms Hiring as Youth-Safety Rules Tighten
Roblox hires Snap’s Claire Robinson to lead APAC policy comms as Australia pilots facial age-verification and regional safety rules tighten.
Gaming platform Roblox has hired Claire Robinson, former Head of Communications for Snap Australia and New Zealand, as its Director of Policy Communications for Asia-Pacific.
The appointment comes as Roblox prepares to launch facial age-verification checks in Australia and two other markets in December.
First local comms team signals regulatory focus
Robinson's hire marks Roblox's first local communications appointment in the region. The platform previously managed Asia-Pacific PR from the United Kingdom through Persuasion Communications.
The timing aligns with Australia's rollout of social media restrictions for users under 16. However, Roblox is exempt from the ban because it is not classified as a social network under Australian law.
"Safety measures requiring facial age-estimation for chat access will restrict communication to users within similar age groups," Robinson stated in announcing the new verification system.
Robinson joins from Snap, where she led comms strategy across Australia and New Zealand. Her background includes roles at TikTok and Ola, giving her experience navigating regulated tech platforms.
Natasha Brack has temporarily replaced Robinson at Snap.
Leighton Cosseboom
Platform builds regional compliance infrastructure
Roblox has made three key communications and policy hires in Asia-Pacific this year. In addition to Robinson, the company appointed Papri Dev as Head of Communications for the region, based in Singapore. Dev brings more than two decades of Asia-Pacific experience, including her most recent role as VP of Communications for Tinder in the region.
The platform is also recruiting a Senior Manager of Public Policy for Australia and New Zealand, plus a law enforcement liaison manager to navigate regional regulations.
Roblox has prioritized Japan and Korea for expansion, with dedicated roles including a communications manager for Japan. The company's developer exchange program in Korea supports local creator partnerships.
Leighton Cosseboom
Age verification pilot tests regional compliance
Australia's facial age-estimation system will serve as a pilot for broader regional compliance. The tech restricts chat access and limits communication between users in different age groups.
The approach reflects growing youth protection requirements across Asia-Pacific markets. Singapore, South Korea, and Australia have introduced strict digital safety laws affecting gaming and social platforms.
Companies like Snap and TikTok face similar regulatory pressures, intensifying demand for communications leaders with policy expertise. The shift has prompted platforms to localize safety messaging and build dedicated regional teams rather than managing communications from global headquarters.
Dev's appointment focuses on brand building and creator partnerships, while Robinson handles regulatory and safety communications. The division of responsibilities suggests platforms are separating growth-focused marketing from compliance-related messaging as regulations tighten across the region.
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