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.
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 Communities get real engagement tools — Polls, no-opt-in Announcements, Analytics, and Support Tickets
Roblox shipped a major upgrade to Communities: Polls, Announcement Notifications that no longer need opt-in, an analytics dashboard, rich-text and role-gated forums, and a Support Ticket system. Mallow and Marsh unpack what brand teams running a Community should do with it.
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Loot boxes get stricter — Roblox clarifies odds disclosure and region-gating for Paid Random Items
Roblox now requires numerical odds shown before purchase, every outcome to have value, and PolicyService region-gating for any paid random-item mechanic. Effective immediately. Mallow and Marsh walk brand teams through the compliance checklist for gacha and mystery-box mechanics.
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Rewarded Video gets a storefront placement and no-code setup — Roblox's opt-in ad format grows up
Roblox is testing a 'Join with Reward' placement on experience detail pages, a drag-and-drop setup plugin, and four new reporting metrics for Rewarded Video. Mallow and Marsh unpack what the opt-in ad format means for brand-side monetization — and why it's still apply-only beta.
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DevEx rate jumps 42% on 18+ US spend — Roblox starts paying more for grown-up experiences
Live since June 8, 2026: Roblox pays a 42% higher DevEx rate on spend from age-checked 18+ US players in qualifying R15 experiences. Mallow and Marsh unpack what this revenue tailwind means for brands building for adult audiences.
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Roblox Q1 2026 earnings, read for brands — record numbers, a guidance cut, and the safety tax
Bookings +43% to $1.7B, DAU +35% to 132M, hours +43% to 31B — yet Roblox lowered its full-year outlook. Mallow and Marsh separate the headline growth from the safety-driven slowdown and explain what it means for brand planning.
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Roblox's well-being push — Koko, Playerthree, ThroughLine, and a 36-hour student-built game
May 19, 2026: Roblox lined up new mental health partnerships alongside the Kids/Select rollout. Bullying-resilience game with Koko + Northwestern, ThroughLine helpline expansion, Thrive signal-sharing, plus "Mindful Egg" — built in under 36 hours by UCLA first-timers. Mallow and Marsh on what brand teams should read into the timing.
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Procedural Models hits Full Release — Roblox's AI + parametric 3D pipeline lands in Team Create
May 18, 2026: Procedural Models exits beta. New ProceduralModel Instance, Luau Generator Modules, Assistant /generate_procedural_model command. Mallow and Marsh unpack what brand asset workflows actually change.
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Roblox Kids/Select publishing requirements — experience distribution to under-16s just got stricter
Rollout began 2026-05-19. ID verification, 2FA, Plus subscription, a 1,000 R$ alternate fee, a 60-day highly-engaged-player threshold, and a mid-June collaborator age-check requirement. Mallow and Marsh walk through what brand teams need to verify.
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Cross-game sales ending plus the Transfers API — Roblox's "pocket-money culture" grows up
May 29 ends cross-game pass and DevProduct sales. The new Transfers API replaces the Pls Donate model. Mallow and Marsh unpack what brand-side monetization should take from this.
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Calbee, Takara Tomy, Sumitomo — what Japanese brands are already running on Roblox
BEYBLADE PARK (2023), Omochi Studio (2024), Jagariko Hide-and-Seek (2025) — Mallow and Marsh map the actual Japan-brand Roblox footprint, with the Nikkei 5x creator-growth data behind it.
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.
