Roblox hands Fave founder Joel Neoh the keys to SEA. His first job isn’t growth, it’s trust

Joel Neoh, the outgoing CEO and co-founder of Fave, has been appointed as the Managing Director for Southeast Asia and Oceania at Roblox. Neoh, a Malaysian serial founder with a decade-long track record of selling products to adults, joins Roblox to build a business in a region where a significant portion of the audience still requires parental permission to make purchases.

In his new role, Neoh will focus on regional strategy, court brands and local businesses, and attempt to grow a creator ecosystem that transcends mere gaming. His primary task is to gain the trust of creators, developers, educators, brands, and policymakers, particularly in countries like Indonesia, where Roblox's services are covered under government regulations.

Neoh acknowledges the dual responsibility of leveraging Roblox's young community as an opportunity while ensuring stringent safety measures. He envisions SEA as a hub where Roblox experiences are created, not just consumed, potentially leveraging AI tools to help developers in countries like Indonesia, the Philippines, and Malaysia produce content for global audiences.

Brands are also interested in immersive experiences and collaborations with local creators to move beyond traditional advertising methods. Neoh's appointment follows the recent safety concerns raised by Indonesian policymakers and signals Roblox's commitment to navigating the complex regulatory landscape in the region.