Are you interested in marketing to Gen Alpha and Gen Z? Maybe you’ve overheard your niece and nephew rambling on about Roblox, asking for a Robux gift card. Or perhaps you’re just curious. What the heck is Roblox? Don’t worry, we’ve got you covered with all the details and Roblox stats you need to know.
By the end of this post you’ll be able to connect with the youth (though we can’t make any promises with the slang barrier), understand Roblox user stats, and dream up ways to market your brand on the platform. Let’s get started.
What is Roblox?
Roblox is a huge, multiplayer platform that hosts user-generated worlds and video games. I know, it sounds like something out of a futuristic movie. But nope! The future is here, and it’s Roblox. The platform also includes a social media feature that allows players to connect and communicate with friends and fellow gamers.
Essentially, creators and developers build worlds, games, and items for the platform that other users can access. When the platform launched in 2006, it was a rather simple simulation software. Things really started taking off for Roblox in 2013 when it released Robux.
Robux is the Roblox virtual currency. Creators can exchange Robux for real-world currency, which fundamentally changed the developer program. As of last year in 2023, Roblox pays out more than 701 million dollars to developers annually. That’s quite the incentive to build more Roblox worlds and games that users will love.
According to one of its founders, David Baszucki, “the metaverse is coming,” and Roblox is a step in that direction. We’ll get into how exactly users engage with the platform, but you can basically think of it as an online world where users gather to game and socialize.
Roblox is accessible on all mobile platforms. Restricted versions of its game are also available on Xbox One and virtual reality headsets like the Oculus Rift and HTC Vive.
How is Roblox Used?
First and foremost, Roblox is a platform to play and build games. There are currently more than 4.4 million active experiences available for gameplay on the platform. That’s 4.4 million opportunities to play and connect with other users. Because games are user-generated, there is a wide variety to choose from. Roblox is a platform for everyone because it’s built by everyone.
Roblox games include action-packed shooters, role-playing, tycoon, puzzle, simulation, and more. According to The Metaverse Insider, the most popular Roblox genres last year were Town & City, All Genres Comedy, Military, Horror, and FPS (frames per second). Whether you’re looking to explore, you’re a hobbyist or hardcore gamer, or you’re getting into development, there’s something for everyone on Roblox.
It makes sense that Roblox users are highly engaged. Daily active users spend an average of 2.4 hours per day on the platform. In 2023, that netted out to more than 16 billion total hours spent by users engaged on the platform. Roblox popularity stems from the gameplay and community building available on the platform, so it’s no wonder users want to spend hours on the platform.
When it comes to Roblox user stats, 78 percent access the platform on their mobile device. Another 20 percent use their desktop, and one percent use consoles like Xbox One or virtual headsets.
Of course, there are also developers and creators on the platform who engage with Roblox differently than the average user. There are approximately 4.2 million developers on Roblox building worlds, games, and items for Robloxians (the technical term for Roblox players) to enjoy.
For developers, there is money to be made on Roblox. The platform paid out more than $701 million to developers and creators in 2023. With millions of developers on the platform, only a small percentage of them (approximately 11,000) met the set criteria to exchange Robux for real-world currency. But those who did were able to majorly cash out. Last year alone, 91 Roblox developers made over one million dollars from the platform. It pays to build virtual worlds and create games people want to play!
Show Me the Money
We should note, Roblox is free to use. But as we mentioned above, the platform does have its own currency, Robux, which can be used for in-game purchases. (Hint hint: we’ll dig into that purchasing power a little more below when we discuss what Roblox means for brands.) The average daily user spent $11.96 in Q3 of 2023. Everyday players aren’t dropping hoards of cash to play, but with millions of daily active users, the money adds up.
As of last year in 2023, Roblox was worth $22.87 billion. Its quarterly revenue for Q3 2023 was $713.1 million. Roblox has momentum, and it’s expected to continue to grow throughout 2024. And brands want in on it. More than $2.39 billion in Robux was purchased last year (before Q4) alone. There’s definitely a market for in-game purchases.
Who are Roblox Users?
If you want to talk Roblox stats, we have to break down its demographics. Roblox is for the kids. Of the 70.2 million daily active users and 300 million monthly active users, a whopping 60 percent are under 16. Roblox is most popular with youngsters. In fact, 42.3 percent of users are under 13 years old. Roblox demographics are dominated by Gen Alpha and Gen Z, so if those are your target demos, you’re in luck. While those 25+ only make up for 17 percent of users, you’ll find Millenials on Roblox as well.
As Roblox popularity blooms, you may start to see older demos on the platform. In 2023, the 17-24 group was the fastest growing Roblox demographic with a 35 percent increase year over year. Founder and CEO Baszucki has emphasized that the platform is for everyone, not just kids. So we may see a push toward experiences for older ages on the platform in the coming years.
When it comes to gender distribution, Roblox is becoming more evenly split. As of 2023, 51 percent of users identified as male, 40 percent female, and 9 percent remained unreported and unknown. The number of female users has steadily increased since 2016, with more women flocking to the platform.
Roblox is an international platform, with a fairly even distribution of daily users from the U.S. and Canada, Europe, Asia-Pacific, and the rest of the world. Here’s the breakdown of daily active users by region from 2023:
- 22.4% U.S. & Canada
- 26.9% Europe
- 23.1% Asia-Pacific
- 27.6% Rest of the World
How Do We Keep Kids Safe in the Roblox World?
Because the vast majority of Roblox users are minors, safety is obviously a major concern. Roblox requires players under 18 to have parental consent. And there are parental control settings that allow guardians to manage game settings and limit communication options.
Parents can curate lists of age-appropriate games and limit direct messaging capabilities to approved friends only, or disable the chat feature altogether. Parents can even set up a four-digit PIN to lock the account so underage users are unable to edit the account settings without parental consent.
Certain parental controls are on automatically for children under 13. However, it’s a good idea to check the settings if you are consenting to the account of a Gen Alpha signing up.
Of course, Roblox also has comprehensive Community Standards designed to keep players of all ages safe. Their moderators regularly review and remove any inappropriate content.
How is Roblox Different from Other Socials?
Roblox popularity stems from its games and experiences. There is a collaborative nature to Roblox, unlike most other social channels of the day. Users can come together to build new worlds, then play the games they’ve created and share them with others. It’s incredibly generative and interactive. Of course, there is still a community aspect that mirrors the direct messaging capabilities of other social platforms, but the reason for being on the site is very different from TikTok or Instagram.
Many Roblox influencers use other socials (like YouTube, Twitch, and Discord) to broadcast their Roblox gameplay. Whereas other social channels are for sharing experiences and may include a performative element, Roblox is for building and sharing experiences together.
Where Do Brands Fit In?
The Metaverse may just be the future of marketing, and Roblox is getting in on the ground floor. Just like users, brands can create Roblox worlds, games, and experiences for other players to immerse themselves in. And brands can sell virtual in-game products for players to buy with Robux.
The cosmetic brand e.l.f. ran a very successful Roblox campaign that included an immersive Roblox game called e.l.f. Up! The game was complete with product-themed experiences, virtual products, and an exquisitely branded world.
Many brands already leveraging Roblox take a cross-functional approach to influencer marketing on the platform. Roblox players and developers often have a strong presence on YouTube or other social channels that they use to broadcast their Roblox gaming and development.
Working in tandem with Roblox experiences and in-game purchases and influencers using other platforms to reach wide audiences, can be a great way to leverage Roblox in your next campaign. Users can interact with your virtual products in the game, perhaps even purchasing some with Robux, and then watch their favorite creators show how they interact with your brand on the platform as well.
That’s a Wrap on Roblox Stats and Spending
You can never know too many Roblox stats, am I right? Especially if your marketing team is targeting gamers, Gen Z, and Gen Alpha. Roblox popularity continues to grow, and we don’t see it slowing down anytime soon. So hop on the Metaverse marketing train, and try your hand at a Roblox marketing campaign! We’d be happy to help. Schedule a strategy call with us today, and we’ll help you run a campaign that’s out of Roblox’s virtual world. 🚀
About This Author
Ariana Newhouse | B2B Writer
I am a freelance writer and comedian based in Los Angeles. While making people laugh is my jam, it’s not always the company brand. So, I strive to make people feel something. My writing philosophy is collaborative, empathetic, and humanistic. At the end of the day, no matter the message, there are real people on both ends of the process.
