What is Roblox?
Roblox is an app that allows users to play a wide variety of games, create games, and chat with others online. It combines gaming, social media, and social commerce. Billing itself as the “ultimate virtual universe,” Roblox experiences are places where users can socialize, build their own spaces, and even earn and spend virtual money.
Games on Roblox are officially called “experiences” which fall into a variety of genres. Users can dabble in games tagged as roleplay, adventure, fighting, obby (obstacle courses), tycoon, simulator, and more.
Many of the most popular games on the app, including Adopt Me! And Brookhaven RP, fall into the roleplay category. These are less games and more virtual hangouts. Millennials, think of them like Gen Z’s version of Club Penguin. Other categories focus more on agility, strategy, or skill.
Though the platform itself is free, users can make purchases within each experience. A portion of the sales (about 28 cents per dollar spent) goes back to the game’s creator. That means brands and makers of all ages can earn money if the games they build become popular. It really takes user-generated content to a whole new level.
Need proof? Jailbreak, one of the platform’s most popular games, was built by teenager Alex Balfanz, who paid for his college degree entirely with his Roblox earnings. Serial game developer Alex Hicks earned over $1 million per year creating games for the platform, all before his 25th birthday.
How many people play Roblox?
The company reports that over 52 million people play Roblox online each day, up by 21% compared to last year.
Who uses Roblox?
Historically, Roblox catered mostly to teens and preteens, with its largest and most engaged demographic being 9- to 12-year-old males.
However, the company recently reported that its users are “ageing up.” In a letter to shareholders, Roblox reported that its fastest growing demographic is 17- to 24-year-olds.
Is Roblox a social network?
Yes, Roblox is a social gaming network within the metaverse that allows users to make connections with strangers within the global community as well as people they know in real life.
According to the company, Roblox users send approximately 2.5 billion chat messages daily. The app allows users to send friend requests, exchange messages, and trade with other users within games.
Last year, Roblox rolled out Spatial Voice Chat, which allows users to talk with other players who are near them within games. Age-verified users who are 13 or older can opt into the voice chat function.
In addition to communicating with others, users can leverage the power of voting within the platform. Games can be upvoted, downvoted, followed, or favorited, which helps signal their quality and popularity to other users.
How brands are using Roblox
If you’re a savvy marketer looking for ways to reach a younger demographic, you might want to consider developing your own game on Roblox.
Branded games on the platform have the potential to go viral and earn brands big bucks. Just take it from Gucci, who made waves when a virtual version of one of its bags sold for over $4,000 on the app.
Brands including Clarks, Spotify, Chipotle, NARS, Gucci, Tommy Hilfiger, Nike, and Vans have built virtual experiences on Roblox , and the investment is proving worthwhile. Gucci’s Gucci Town has racked up nearly 33 million visits, while Chipotle’s Burrito Builder has over 17 million.
For inspiration on branded Roblox games, look to Spotify Island. The streaming service takes users on a virtual scavenger hunt where they can meet their favorite artists, play with sound, and collect special merch.
Nikeland is another noteworthy branded experience where nearly 20 million users go for sporty quests and to collect Nike gear for their avatars.