Roblox, a popular game-building platform, was forced to remove one of its most iconic sound effects over copyright issues. The “oof” sound, which found a significant place in Internet and meme culture, helped to skyrocket the platform’s popularity and contributed to its success. As such, the removal of the classic sound effect has led to backlash from many people—both within and outside Roblox’s community of players. This case study aims to evaluate the pros and cons of Roblox’s controversial decision and how it can affect the platform’s future.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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