To engage Gen Alpha and Gen Z audiences where they are, The Salvation Army has launched the world’s first digital thrift store in Roblox.

The ‘Thrift Score’ experience allows gamers to explore thrift-inspired digital goods for their in-game avatars, introducing the idea of thrift shopping to a new audience. 

The fully explorable and shoppable digital store has been created by BarkleyOKRP, developed in partnership with immersive game studio The Gang. Despite the fact that many younger shoppers might have never visited a thrift store in the real world, the Roblox experience is designed to bring The Salvation Army brand to a new audience of shoppers.

The ‘Thrift Score’ is designed to mimic the real-life thrift store experience. The store is stocked with clothes and items made via creator and brand collaborations. Player donations and digital replicas of real Salvation Army items can also be found as players are encouraged to browse through the racks to uncover rare and limited edition items at accessible price points.

Special items have been donated by some of Roblox’s most influential creators, with select designs spotlighted throughout the store. Participating influencers include @PrestonPlayz, @BriannaPlayz and @RussoPlays.

The shop has been integrated into several popular Roblox games, including Seaboard City and Daycare Party. The campaign aims to add to the environments players already love and explore.

“Gen Z doesn’t think in terms of storefronts and shopping carts,” said Tim McCracken, SVP, Creative and AI at BarkleyOKRP. “They discover through play, culture, and exploration. Roblox gave us the opportunity to rethink what a thrift store could be in a digital-first world, one built around interaction and discovery while staying true to The Salvation Army’s mission.”

Like in the real world, proceeds from ‘Thrift Score’ support The Salvation Army’s mission to help people in need through rehabilitation, recovery, and community programs nationwide.

“Thrifting has always been about more than price—it’s about creativity, individuality, and purpose. By bringing our thrift store into Roblox, we’re introducing a new generation to the spirit of thrifting at Salvation Army in a way that feels natural to how they explore, play, and express themselves today,” added Lt. Colonel Mark Nelson, ARC Commander at The Salvation Army. 

Adding a level of personalisation and fun to connect a younger audience with the Salvation Army brand, the campaign underlines how gamification can help to build new behaviours via fun experiences.