Roku is turning its long-running Roku City screensaver into a larger branded entertainment experience through a new campaign that gives viewers a closer look at the fictional world behind the platform’s familiar skyline.
This week, the streaming hardware maker launched a new campaign called “See You in Roku,” a that is built around six cinematic short films, interactive platform features and an expanded three-dimensional version of Roku City. The initiative explores locations that have appeared for years in the screensaver, including its volcano, waterfront and collection of buildings.
Each film begins with the familiar Roku City skyline before moving into an adventure inspired by a different film or television genre. The stories include pirate journeys, mysterious islands and crime dramas while introducing new characters and answering some of the questions users have raised about the setting.
Roku developed the films with global creative agency Preacher. Andreas Nilsson of Biscuit Filmworks directed the campaign, while Untold Studios created the expanded three-dimensional environment.
According to internal Roku research, two out of three users said they would visit Roku City if it existed as a real destination. The company also said Roku City is mentioned on X approximately once every 11 minutes. The new campaign leans into the strong interest Roku’s default screensaver has generated among streaming fans based largely on their social media mentions and interactions.
Damon Van Deusen, the Vice President of Brand at Roku, said See You in Roku was designed to reward the curiosity viewers have shown since Roku City first appeared.
“Roku City has always been a bit of a mystery — that’s honestly part of the charm,” Van Deusen said. “‘See You in Roku’ is our way of finally opening it up, while still keeping the personality that made people fall in love with Roku City in the first place.”
The experience extends beyond the video campaign: Roku users can access a Roku City Home Screen takeover, an interactive city map and a clickable tour bus that allows them to explore additional locations. The company has also placed hidden references and Easter eggs throughout the experience for longtime users.
Greg Hunter, the Executive Creative Director at Preacher, said the agency approached the project as an unconventional tourism campaign for a location that already had a built-in audience.
Roku City debuted in 2017 as a scrolling screensaver and has become one of the company’s most recognizable visual assets. Its skyline has inspired online theories, branded merchandise and user speculation about the landmarks and characters appearing throughout the scene.
Roku is in the process of being acquired by Fox Corporation in a deal valued at $22 billion. The transaction is largely based on the long-term value of Roku’s advertising and subscriptions business; Roku City includes commercial sponsorship opportunities.
