Roblox game development portal — for planners & marketers.
News, industry analysis, monetization, KPI explainers, and official platform updates — curated for the planning, operations, and marketing side of Roblox, not the engine side.
Who actually plays Roblox in 2026? 132M daily users — and they're not all kids
Roblox Q1 2026: 132M daily active users (+35%), 31B hours. Among age-checked users, 36% are under 13, 38% are 13–17, and 26% are 18+. The over-18 cohort is the fastest-growing and highest-spending. Mallow and Marsh break down the real audience and what cohort a game team should target.
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Roblox is paying creators more than ever — $1.5B in FY2025, and rising. The creator economy by the numbers
Roblox paid creators $1.50B in FY2025 Developer Exchange fees (+63%, faster than revenue), the top 1,000 creators averaged $1.3M each (+50%), and it keeps raising rates. Mallow and Marsh map the creator economy — payouts, rate hikes, on-ramp programs, and the catch — for a company weighing a Roblox game.
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Roblox 'lost' over $1B in FY2025 — and generated $1.35B in cash. Reading the numbers for your studio
Roblox's FY2025: revenue $4.89B (+36%), GAAP net loss $1.07B — yet $1.80B operating cash flow and $1.35B free cash flow, both roughly doubled. Mallow and Marsh decode why the 'loss' is misleading, and what the cost structure (creator payouts +63%, safety +26%) means for a company running a Roblox game.
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Roblox is age-gating Team Create — what it means for your studio, freelancers, and private builds
Roblox's June rollout requires age checks to collaborate in Team Create (June 11), to play published Private games (June 16), and adds cross-age collaboration limits on June 25. Mallow and Marsh turn it into an action list for a company that works with an outside studio and freelancers — including the new bulk Trusted Friends request.
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Roblox Kids & Select go global — and Roblox just widened the door to the under-16 audience
Roblox Kids and Select are now live worldwide, holding the vast majority of Roblox playtime. Roblox is relaxing eligibility (+33% new games/day), adding a refundable 100k-Robux Expedited Review that bypasses the engagement threshold, and an Ads Manager Engagement Objective beta. Mallow and Marsh map how a game team gets into those catalogs.
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Roblox rewires 'Recommended For You' to reward 28-day retention — what it means for your Roblox game
Roblox is expanding its Recommended For You algorithm from a 7-day to a 28-day window, dropping qualified play-through rate for play-through rate plus first-play bounce, and publishing the relative weighting of its signals. Mallow and Marsh unpack what the discovery shift means for companies running Roblox games — and why the launch spike is no longer enough.
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Roblox's Managed Pricing puts your prices on autopilot — when to let it run and when to hold the wheel
Roblox merged Regional Pricing and Price Optimization into one automated system, Managed Pricing, that sets and continuously tunes prices for passes and developer products. New items enroll by default; existing Regional Pricing items migrate automatically. Mallow and Marsh weigh the earnings upside against when a game team should keep manual control.
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Roblox's AI can now generate 3D models in editable parts — why that turns a toy into a tool
Studio's Assistant now generates 3D models split into up to 8 named, individually editable parts via /generate_mesh and /generate_procedural_model. Mallow and Marsh explain why segmentation is the real upgrade, how image prompts work, what an early-preview status means for shipping, and how a company game team should fold it into production.
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Roblox bets on generative-AI photorealism — what 'Roblox Reality' means for brand planners
On June 3, 2026, Roblox acquired Morpheus AI's team and technology and brought on the founders of Dynamics Lab and Lucid AI to accelerate 'Roblox Reality' — a push toward photorealistic, multiuser worlds. Mallow and Marsh separate the vision from what brands can actually act on today.
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Get your avatar items featured this summer — Roblox's seasonal Marketplace call, and the head deadline to beat
On June 5, 2026, Roblox opened its Summer Call for Content: nominate avatars, items, emotes, and makeup to be featured in seasonal Marketplace sorts through early August. Meanwhile, the Marketplace Policy for Heads sets hard deadlines. Mallow and Marsh turn both into a brand action plan.
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Roblox crowns its Games for Change winners — and quietly tells you what it rewards
Roblox named the winners of its Games for Change Challenge: Gather-2-Gether ($15k, a parent-and-child co-op) and Island of Communion ($10k, team exploration). Mallow and Marsh read past the feel-good headline to the design signal — co-play and prosocial play are the same behaviors Roblox now rewards in discovery — and pull practical lessons any game team can use.
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Roblox is ending cross-game tracking: what Scoped User Identifiers change for your player data
Roblox is rolling out per-game Scoped User Identifiers so the same player gets a different ID in every experience. New users get scoped IDs; returning users keep their global UserId. Mallow and Marsh walk a company game team through the timeline, the DataStore migration, the new Player.User API, and how cross-title linking becomes consent-based.
Read more →An AI for Roblox planning & marketing.100% FREE
ZehnAI is a Roblox-tuned assistant heavily customized from the Japanese Digital Agency's open-source "Gennai". From everyday brainstorming, translation, and summarization to data-driven game diagnostics and planning-idea generation — all 10 apps free to use.
* Third-party tool by ZehnStudio. Not affiliated with Roblox Corporation. Japanese only.
Everyday brainstorming, translation, summarization — pre-tuned for Roblox context.
- ChatSounding board for ideas and structuring
- TranslateDevForum and overseas news to Japanese
- SummarizePull key points from long-form pastes
Multi-angle analysis of your game using public data.
- Industry benchmark checkCompare your numbers against industry benchmarks
- Trend checkMarket trend and recommended ad-spend timing
- Competitor 3-upSurface weak points across three side-by-side titles
- Thumbnail & copy checkCTR optimization recommendations
- Monetization checkSanity-check your pricing & offer design
Brainstorm planning drafts alongside the AI.
- Game ideasIdeas across mainstream / twist / experimental directions
- Monetization ideasRevenue tactics and pricing-design ideas
Numbers, in plain words.
