Roblox has appointed Malaysian entrepreneur and Fave co-founder Joel Neoh as managing director for Southeast Asia and Oceania, Marketing-Interactive reported.
Neoh joined the gaming platform in October 2026 and will lead its regional strategy, working with local teams and partners to adapt Roblox’s global business priorities to individual markets.
His responsibilities include supporting local developers and creators, helping studios grow commercially and strengthening relationships with players, parents and business partners.
Building Roblox’s regional creator ecosystem
Neoh told Marketing-Interactive that his immediate priority is to “listen, learn and build relationships” with creators, developers, policymakers, educators, brands and industry partners.
He returned to Southeast Asia earlier this year after spending two decades building businesses across media, e-commerce, payments, fintech and healthtech.
Neoh sees AI as an opportunity to make game development and digital content creation more accessible.
He highlighted the potential for creators in Malaysia, Indonesia and the Philippines to develop experiences that reach audiences worldwide.
His longer-term ambition is to establish Southeast Asia as a creator hub for Roblox rather than simply a market for its games.
Neoh also sees opportunities for brands to engage younger audiences through immersive experiences, virtual goods and collaborations with local creators.
From Fave to Roblox
Neoh co-founded Fave in 2015, developing it into a consumer fintech platform offering payment and merchant solutions across Southeast Asia and India.
Pine Labs acquired Fave in 2021 in a deal valued at more than US$45 million.
Before Fave, Neoh co-founded social news platform SAYS.com and founded Malaysian group-buying platform GroupsMore, which later merged with Groupon.
He subsequently held several leadership positions at Groupon between 2011 and 2015, including head of Asia Pacific.
Neoh also served as managing director and chief consumer officer at Prenetics from June 2023 to June 2025, where he helped build consumer health brands IM8 and CircleDNA.
He is a founding partner of early-stage venture capital fund First Move and has invested in more than 50 startups, primarily in consumer technology.
Featured image credit: Edited by Fintech News Malaysia, based on image by Who is Danny via Magnific
