Brand games

Insights and strategies for brand success on Roblox

5 minUTE read

Brands are increasingly seeking innovative ways to engage with their audiences and explore new revenue streams. Roblox is now the largest online games platform with over 70 million players logging in every day.

It brings millions of people together through play and is fertile ground for brands who want to engage with a global audience and build huge fan bases.

Should you follow the likes of Nike, Gucci and Mattel onto Roblox?

With its vast, engaged player base and diverse ecosystem, Roblox offers unique opportunities for brands aiming to expand their reach and turn players into fans.

Roblox is a really big deal

Let’s step back. Roblox isn't just a game; it's a comprehensive platform that allows players to create, share, and enjoy over 5.5 million active experiences. Uniquely, Roblox is powered by a global community of developers who produce their own multiplayer game experiences using Roblox Studio, the platform's design tool. This democratisation of game development is important because it makes the Roblox audience more engaged and committed to their platform. 

Don't worry though, it’s not all amateur developers. Over the past few years professional games studios, such as fish in a bottle, have embraced the platform and worked to raise the quality bar of Roblox games.

Is Roblox monetisation an opportunity for brands?

One of the most compelling aspects of Roblox for brands is the potential for monetisation, which can not just offset the production cost of bringing a branded experience to Roblox, but tip it into becoming a profitable endeavour. 

The platform's Developer Exchange Program (DevEx) allows creators to convert Robux, the platform's virtual currency, into real-world money. This is not just theoretical; in 2022, top 10 creators earned an average of $23 million apiece.

In 2022, Roblox's top 10 creators earned an average of $23 million apiece

Revenue streams on Roblox

Roblox's monetisation model is multifaceted, allowing developers to earn through various channels, including charging users to play their games and selling virtual items within those games or through the Roblox marketplace.

Let's look at both those models.

Pay to play

While the majority of games on Roblox are free to play, there is the option to charge players a one-time fee to access games. This model can be lucrative, but you need a highly engaged audience with a game that offers significant value to players in order to justify the pay-to-play fee. 

The success of this approach depends heavily on the game's quality, uniqueness, and marketing efforts to attract players willing to pay.

Selling virtual items

A growing major revenue stream on Roblox is the sale of virtual items, such as clothing, accessories, and special powers or abilities within games. Games can set their own prices for these items, with Roblox taking a percentage of the revenue. This model has become incredibly successful, with sales totalling over $701 million on Roblox in the first 9 months of 2023 alone. The appeal of virtual items lies in their ability to enhance the gaming experience and allows for personalisation within the Roblox universe.

Adidas recently brought the famous three stripes to Roblox's UGC accessories available across seven experiences (image credit: Adidas AG)

Real-world figures

The potential for brands to earn on Roblox is significant.

Games on Roblox made $701 million in the first 9 months of 2023. This figure represents a substantial increase from previous years. Roblox is not only growing in player numbers, but those players are increasingly spending more.

It's important to note that the success of either revenue stream — charging to play or selling virtual items — varies widely among games. The key factors are the game's appeal, the quality and uniqueness of virtual items, and the marketing efforts that drive players to it.

Roblox's global influence is undeniable, boasting a staggering 300 million monthly active users as of May 2023, a significant leap from 121 million in February 2020. This exponential growth underscores the platform's widespread appeal and its capacity to connect brands with a vast, diverse audience worldwide.

Roblox paid out over $700m dollars in cash to game experiences in 2023 (source: Roblox)

Global Engagement

With 70.2 million daily active users, Roblox presents an unparalleled opportunity for brands to tap into a global community that is engaged, dynamic, and growing. This level of daily engagement reflects a deeply invested player base, ready to explore new experiences, including branded content and virtual merchandise.

Roblox's demographic is predominantly young, with 60% of its users under the age of 16, but includes a large share of 17-24 year olds, making up some 21% of the player base. 

That’s a lucrative spread, providing a unique opportunity for brands to engage with the current and next generations of consumers. Furthermore, the platform's reach extends across all major regions, including North America, Europe, and Asia-Pacific, ensuring that brand messages resonate on a global scale.

From bedroom developer to games studios

As Roblox has grown, so has the ambition to build quality and innovation into their games. Success on Roblox now requires more than just creating content and this has moved the focus away from amateur developers and towards established games studios. 

It’s no longer enough to make a games on Roblox, you need a strategic approach to engage with the platform's community and stay ahead of trends. Understanding the platform's guidelines, leveraging Roblox Studio to its fullest, and actively engaging with the community are crucial steps toward achieving success.

Strategies for brand success on Roblox

Community Engagement: the Roblox community is active and passionate, plus a lot of them are involved in making games themselves. That are eager to be pleased, but they are not easy to please. Successful branded games on Roblox have been designed with an understanding of the importance of engaging with this community, not just as consumers but as co-creators and influencers within the ecosystem.

Trend Awareness: Roblox trends move fast. Understanding them and building on the latest trends within the Roblox community can help tailor experiences that resonate with that audience. Think about tapping into popular game genres, leveraging seasonal events, or collaborating with popular Roblox creators to bring in a ready made audience.

Quality and Innovation: the most successful games and items on Roblox are those that offer quality, innovation, and genuine value to the community. This could range from unique gameplay mechanics to innovative use of virtual items that enhance the user's experience.

Ready to go?

Roblox represents a dynamic and innovative platform for brands that are looking to expand their digital footprint. With its established development tools, diverse monetisation options, and engaged global community, the potential for growth and revenue generation is already proven. By embracing the creative possibilities that Roblox offers, brands can unlock new avenues for engagement and success, and turn audiences into loyal fans who are willing to pay for great experiences.