<![CDATA[The development of virtual spaces has created new paradigms of interaction for dawah activities. This study examines how dawah content managed by Pesmadai on the Roblox platform establishes a digital public sphere for contemporary religious practices. Specifically, it aims to describe how Pesmadai's dawah content on Roblox functions as a digital public sphere, analyze the patterns of participation and communication that emerge within it, and identify the representation of Islamic values in these virtual activities. A descriptive qualitative approach was employed, with primary data gathered through observations of virtual dawah activities on Roblox and interviews with purposively selected informants from Pesmadai. Data analysis involved data reduction, data display, and conclusion drawing, interpreted through the analytical lenses of Jürgen Habermas’s Public Sphere Theory and the Uses and Gratifications Theory. The findings demonstrate that Pesmadai successfully transforms a secular gaming platform into a safe, non-intimidating, and flexible digital public sphere for Generation Z and Alpha. The participatory characteristics of the audience—ranging from 80 to 200 participants per session—are driven by individual motivations to fulfill cognitive, social integrative, and entertainment needs. Furthermore, Islamic values are represented multimodally through ritual immersion (worship, tahsin, and tahfidz), thematic Islamic studies instruction, and the cultivation of morality (akhlak) alongside Muslim identity. These findings imply the necessity of developing dawah strategies that are more contextualized and aligned with the distinct characteristics of the digital generation.]]>
