Loads of free content and ways to socialize with others fuel Roblox's success
Every week we publish exclusive research about how brands are activating on the Roblox platform.
Below are slides from my upcoming Roblox Beginner's Workshop. If you want to attend the free series or access the full recordings, register HERE.
How Popular is Roblox?
When people talk about Roblox's popularity, they often mention the total number of daily active users on the platform, which was 88.9M in Q3 '24.
And according to Matthew Ball, there are 380M monthly active users on the platform.
But let's add even more context to make Roblox's popularity easier to grasp.
In 2024, Roblox was the most downloaded mobile game with 219 million downloads (source: mobilegamer.biz). Now you may already know this, but it's worth mentioning again that Roblox is not a single game, but rather a UGC gaming platform with access to millions of games. Having all of that UGC content makes it very robust and appealing to people around the world.
In addition according to Newzoo, Roblox consistently ranks among the most popular games on PC, Xbox and Playstation 5 in terms of monthly active users.
So when you look across devices, you can really see that Roblox is very dominant in the gaming space.
A Big Part of Roblox's Appeal is it's Free
As I just mentioned, Roblox offers a lot of user-created games, millions of them. And the vast majority of these titles are free to play. Yes, most games offer premium passes and in-game items that you can purchase for Robux (Roblox's currency). But you don't have to make purchases in order to have a lot of fun.
My kids have gotten Roblox gift cards over the years, and sometimes they just don't spend it. They don't particularly care about dressing up their avatars in cool new clothes. What they do care about is trying new games and replaying their favorites games they've invested time in.
Having a UGC platform with lots of free content has been YouTube's recipe for success, and the same is true of Roblox.
Roblox is a Fun Place to Hang Out and Socialize
In most Roblox games, you are in a server with other players. You each have your own avatar, and you can see who you are with. In addition, you can chat with others via text or voice if you're over 13, and the game has voice chat enabled.
Lots of players go to Roblox, not just to play games. But they go to hang out with their friends. They might hop from game to game together. Or they can see what their friends are playing and follow them in there.
My 7th grade daughter plays Roblox with her friend across timezones, and my 2nd grade son recently started playing Roblox with his friend across town. When I was a kid, if I wanted to play video games with a friend, we had to go to each other's houses. Those days are long gone.
Want to Learn More About Roblox?
I'm hosting my very first Roblox Beginner's Workshop, which is a 3-day livestreamed course that breaks down the Roblox opportunity, common mistakes when launching, and secrets to building what Roblox players love. You can register HERE.
Understanding Roblox can be intimidating, but I'm on a mission to make it easier and help brands and developers go from Roblox Noob's to Roblox Pro's.
Have a Roblox game you'd like me to write about? Send me an email with more details: steve [at] maxpowergaming.co
Stephen Dypiangco is a strategy and marketing consultant , helping brands reach young audiences on Roblox.
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