Roblox connects strategy to execution with Airtable

Problem

As Roblox surpassed 100 million daily active users and projected revenue grew to $4.4 billion in 2025, every department and team still managed work using their own approach to strategy, execution, and tooling. This made it nearly impossible to connect daily activities to overarching company objectives – especially for initiatives spanning multiple cross-functional teams.

Complex product launches that involved engineering, product, finance, and marketing could quickly go over budget and time when teams weren't aligned.

Imagine trying to drive alignment and transparency from individual contributors to the executive level across a 2,500+ person company with a single platform. That’s the problem Roblox needed to solve – and they needed to do it without taking tools away from their successful teams.

The key challenges Roblox faced:

• Prioritization chaos – Teams struggled to prioritize work and track dependencies as company goals adapted to changing business conditions
• Systems in transition – Business processes were in flux as the organization moved from the OKR model to a new planning framework
• Inconsistent methods – Planning and tracking approaches varied both vertically and horizontally across the organization
• Ad-hoc reporting – Multi-team project reporting happened on a per-project basis without systematic coordination
• Unscalable infrastructure – Spreadsheets served as the primary centralized roadmapping and executive tracking tool
• Strategy-execution disconnect – No way to systematically connect highest-level company goals to lowest-level tasks
• Duplicate effort everywhere – Teams wasted time on duplicate progress updates across multiple systems, causing data integrity issues, user confusion, and frustration

Roblox needed a centralized way to strategically plan and track work company-wide while still letting groups customize their approaches using their preferred tools and working methods.

The solution required a platform powerful enough for enterprise scale yet flexible enough to preserve team autonomy - and Airtable fit perfectly.

Why Airtable?

Airtable's flexible data model, automation and AI, and ease of use made it the ideal platform for Roblox's new strategy and planning tool.

Unlike rigid enterprise tools or disconnected spreadsheets, Airtable provided the perfect balance of structure and flexibility that Roblox needed. 

• Flexible enough to accommodate diverse team workflows without forcing standardization
• Powerful enough to handle ~35 interconnected tables with complex relationships
• Intuitive enough to achieve 15% of employees using the product weekly without extensive training
• Fast enough to build and modify dashboards in real-time as needs evolve
• Connected enough to integrate with existing tools like Jira and Asana

Its no-code interface capabilities meant teams could adopt it quickly, while its robust API and automation features enabled deep integration with existing tools.

With the right platform selected, Codingscape set out to build a solution that would finally connect Roblox's strategy to execution in just 6 weeks.

Now Available: Airtable ProductCentral

While Codingscape built Roblox’s custom Airtable implementation, Airtable released ProductCentral,  the AI system of work connecting insights, strategy, execution, and outcomes for enterprise product teams. 

ProductCentral provides a flexible blueprint so customers can draw on the proven practices of leading product-led organizations, avoiding a zero-to-one build while still tailoring the app and taxonomy to their unique processes.

Learn more about ProductCentral

Results

"The solution worked really well for the meeting with our leaders yesterday. Airtable is flexible, and I am very impressed by how much we are pushing it."

– Roblox executive

Codingscape deployed a five-person specialized team that included two Airtable experts, one automation specialist, a program manager, and a product ops manager. Work began in mid-August 2024, and the team delivered a working foundation to the CEO in 6 weeks – beating the original 8-week scope by 2 weeks.

Here’s everything that Roblox executives got from their new Airtable tool: 

Fast turnaround

• Utilizing Airtable interfaces, building various dashboards and views has been incredibly fast – critical when responding to new requests
• Delivered working foundation 2 weeks ahead of 8-week schedule

Flexibility

• Airtable allows for fast, flexible, customized data views tailored to the user, team, or larger group
• Quick response to new organizational requests and changing business needs

High adoption

• The Airtable solution doubled the active users per week from the previous solution within 3 months
• Approximately 15% of the company are weekly active users
• Strong organizational buy-in across all levels from ICs to executives

Efficiency gains

• Delivered a working solution 5x faster with significantly fewer resources compared to the previous attempt
• Airtable replaced 95% of the goals/work/metrics planning previously done in unstructured Google Docs and Sheets
• Eliminated duplicate progress updates across multiple systems

Transparency

• By centralizing planning data and enabling easy collaboration between ICs, Managers, and Executives, the tool provides company-wide transparency on work in-flight and scheduled work
• Clear visibility into what work is planned and why, enabling informed decision-making

Alignment

• Company strategy is visible to all layers of the organization
• Clear mapping showing how work at the lowest level connects to overarching priorities
• Streamlined cross-team work requests and capacity planning