What’s happening inside that volcano? Who is living in Roku City’s buildings? And what secrets are lurking in the murky depths of Roku Bay?

Since its debut in 2017, Roku City, the purple-hued virtual metropolis screensaver displayed on Roku streaming devices, has evolved from a screensaver into one of the US streaming service’s most recognisable and beloved brand assets. According to internal Roku data, two out of three Roku users say they would visit Roku City if they could. The experience has inspired years of fan theories, earned cultural recognition, including a recent Las Culturistas award, and is mentioned on X every 11 minutes (X data, 2025-2026).

Now Roku is opening the gates to Roku City and inviting viewers inside, in its new brand campaign, See You in Roku. The campaign leads with six cinematic films, directed by Andreas Nilsson of Biscuit Filmworks, and created by Preacher, supported by immersive platform experiences, and interactive ways to explore every corner of the Roku Experience. It’s a reward for fans who imagined a Roku City that’s packed with discoveries, and an invitation to experience what makes Roku unique. Longtime Roku users will also find hidden Easter eggs throughout the experience, rewarding the curiosity that has helped make Roku City a fan favourite.

“Roku City has always been a bit of a mystery. That’s honestly part of the charm,” explained Damon Van Deusen, Roku VP of brand, in the campaign blog. “We wanted to reward the fan curiosity instead of keeping them guessing. ‘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 campaign’s three-dimensional world was brought to life in collaboration with Untold Studios, expanding the familiar look and feel of Roku City while preserving the charm and visual language fans know and love. Every detail was designed to feel authentic to the Roku City fans, while rewarding them with new discoveries around every corner.

On launch day, Roku users could also continue exploring through a Roku City Home Screen takeover, a clickable Roku City Tour Bus, and an interactive city map that allowed viewers to journey deeper into the world and uncover even more surprises.