Roblox: A Metaverse Winner or Child’s Play?

Originally a relatively obscure minigame website that drew in the more adventurous members of the online gaming community, Roblox has undergone a remarkable transformation, positioning itself as one of the most distinctive video game platforms in recent memory. With its foundation rooted in user-generated gaming content, customizable digital assets, and an inclusive digital atmosphere, Roblox holds the potential to become a formidable player in the Metaverse. However, despite the platform’s substantial success and heightened visibility as a result of the pandemic, questions linger regarding its long-term prospects. While occam data shows that Roblox maintains a strong presence in American households, exhibits cross-gender appeal, and boasts healthy monthly purchases among its paying users, it is also evident that the Roblox demographic remains decisively young. Occam will continue to monitor the company’s efforts to age up its user base, as it tries to emerge as a Metaverse winner.

July 14, 2023
Roblox Popularity
  • Nearly 1 in 5 American households have a member who plays Roblox or engages in Roblox “experiences.”
  • As of Q1 2023, the platform had 66.1 million daily active users (DAUs) globally, 14.3 million of which reside in the US and Canada.
  • Occam shows that there is at least one user in 17% of U.S. households and that the gains in user share brought about by the pandemic have persisted.
Typical Roblox User (Age and Gender)
  • Occam estimates that among households with Roblox players, the gender split is 53% male and 45% female.
  • More than half of the platform’s user base is under the age of 13. However, through merchandise collaborations with major brands (Nike, Gucci, NFL, Netflix) and promotional events with celebrities (Lil Nas X, Elton John, Lizzo), the company is making moves to try to “age up” its user base.
  • Despite these efforts, occam suggests that the age demographics have so far remained static. Occam will monitor to see if this “aging up” initiative is successful. 
Money Spent on Roblox
  • To measure the strength of the Roblox economy, the company cites “bookings,” or the total of all purchases of their in-game currency Robux (whether or not the revenue has been recognized) plus an “insignificant amount from advertising and licensing arrangements” as its key top line metric. 
  • Roblox premium memberships, which provide users with a fixed amount of Robux per month, are priced at $4.99, $9.99, and $19.99.
  • According to occam over 60% of U.S. households with a Roblox player generate bookings for the company each month. While the majority spend less than $10/month, there is a long tail of larger spenders. 
Time Spent on Roblox
  • Occam data suggests that overall ~26% of users spend more than 3 hours per day on the platform.
  • Occam data also suggests that the youngest cohort (under 8) spends the most time on the platform.  

Source: Analysis based on occam™ proprietary AI-enhanced research platform with various data sources, including a wide range of questions asked to over 1000 respondents per day with over three years of history. Information is census-balanced and uses occam’s™ proprietary AI algorithm that ensures minimal sampling bias (<1%). Contact us for more info.


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