With 112 million daily users and a maturing audience, Roblox is redefining what it means to build for the next generation of play.
Roblox has moved well beyond its origins as a youth-focused gaming platform to become a cornerstone of modern digital entertainment. For any brand, developer, or IP owner seeking to reach Gen Z and Gen Alpha, the strategic question is no longer whether to engage with Roblox, but how.
Attracting nearly 112 million daily active users, the platform paid out US$316 million to its creator community in Q2 2025 alone. This creator economy now underpins a fully fledged ecosystem that mirrors the sophistication of global media platforms rather than a single game network.
A Maturing and Cross-Platform Audience
While Roblox remains synonymous with younger players, its user base is evolving rapidly. The 13+ demographic grew by 54 per cent year-on-year in Q2 2025, more than double the 22 per cent growth seen among under-13s.
Despite its mobile dominance with 80% of daily users accessing Roblox via mobile devices, the platform’s reach extends well beyond handheld screens. Only 24 per cent of players aged 10–65 play exclusively on mobile, while many also use PC and console.
Since its PlayStation debut in October 2023, Roblox has captured around 3 per cent of total PlayStation playtime, totalling 374 million hours in Q2 2025. This multi-device footprint gives developers access to audiences that move seamlessly between platforms.
The Platform’s Structural Difference
Although Roblox’s monetisation metrics resemble those of free-to-play mobile titles with a 1.25 per cent conversion rate and US$0.14 in daily bookings per user, it operates on fundamentally different principles.
Discovery is driven by social momentum, visibility trends, and user-generated virality, making it functionally closer to YouTube or TikTok than to traditional game stores. With thousands of new experiences launching daily, attention is fragmented and visibility scarce.
RoMonitor data shows that the platform’s leading genres are dominated by Roleplay & Avatar Sim titles, attracting an average of 116 million daily visits. These experiences blend social storytelling, avatar expression, and co-play in ways that have no direct equivalents elsewhere. Successful Roblox genres share similar DNA: they are social, low-skill, trend-driven, creative, and frictionless.
The Mandate for Developers
For traditional studios, Roblox demands a different mindset. The platform’s algorithm rewards speed, iteration, and cultural fluency over scale or graphical fidelity. Success depends less on production polish and more on adaptability, rapidly prototyping experiences that resonate with trends rather than spending years on AAA-style builds.
Many publishers now treat Roblox as a strategic R&D space: a sandbox for experimenting with IP, testing ideas with younger audiences, and nurturing brand affinity early. Collaborations between established studios and Roblox-native creators have become the dominant route to success, bridging cultural gaps and accelerating learning cycles.
Limited activations such as branded events or experimental mini-worlds offer low-risk ways to build presence before committing to full-scale experiences.
A Platform with Its Own Language
Ultimately, Roblox operates by a distinct creative logic—part game engine, part social network, part entertainment medium. To thrive within it, developers must learn to speak its native language: fast, trend-aware, and community-driven.
Those who adapt to its rules will not only capture the attention of a generation but also help shape the future grammar of interactive entertainment.
Read the full report here.
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