Roblox has hired lawyer and digital safety expert Elizabeth Milovidov to fill a newly created head of parental advocacy position that’s focused on changing how parents view the gaming platform. 

Based in London, Milovidov is tasked with building partnerships and programs designed to help parents better understand and navigate Roblox. The goal is to build trust and confidence with these critical gatekeepers, and ultimately attract more families as users. 

Milovidov joins from The LEGO Group, where she served as a senior corporate counsel for digital gaming, the metaverse and child safety since 2021. She also developed a parenting guide for Instagram as a consultant, as well as researching children’s views on their digital rights for the Council of Europe. Earlier in her career, Milovidov founded her own company (Digitalem) to provide parents with information about children’s digital safety and wellbeing. 

This new hire is part of Roblox’s broader strategy to make itself a safer space for kids. Since launching in 2016, the company has periodically come under intense fire from critics arguing that the platform is not doing enough to protect children. 

In the last year alone, Roblox has added new safety features and parental controls, in addition to forming its first Teen Council to involve this demo in making the platform safer for its 97.8 million daily active users.