Marsh
Mallow, Roblox launched "Managed Pricing." We set the prices on our passes and developer products by hand. Does this take that over?
Mallow
It can — and for most teams, it's worth letting it. Managed Pricing merges two existing tools, Regional Pricing and Price Optimization, into one automated system that sets your prices and then keeps tuning them. The pitch is: stop hand-guessing prices, let a system run continuous tests.
Marsh
Remind me what those two tools did separately.
Mallow
Price Optimization finds the best price for an item using your own signals — demand, conversion, spend, and how deeply your spenders penetrate specific countries. Regional Pricing adjusts the price to a player's economic location — purchasing power, exchange rates, your regional player mix. Managed Pricing runs both together, automatically, so a player in a lower-income country sees a locally sensible price and the price keeps getting optimized over time.
Marsh
"Automatically" makes me nervous. Does it just change our prices without us?
Mallow
It runs periodic competitive pricing tests and adjusts — but you keep control. New games and newly created items enroll by default, with item-level opt-out. Existing Regional Pricing items transition automatically — "no action required." And you can opt items in or out, in bulk or individually, at any time from Creator Hub.
Marsh
What does it actually cover — all our monetization?
Mallow
Game passes and developer products. Subscriptions and private servers are excluded from the optimization, though they still get automatic regionalization. So your core à-la-carte items — the passes and dev products — are what's being actively tuned.
Marsh
Does this actually move the needle, or is it marginal?
Mallow
Roblox shared data from the top 2,500 games across 2025. Regional Pricing alone drove a 4–10% average increase in Robux spend, 1–6% more players and playtime, and 43–52% more pass purchases in discounted regions. Price Optimization grew eligible creators' earnings by about 4% on average, with standout cases — Slap Battles saw over a 15% increase. Combined and automated, that's meaningful money for most teams.
Marsh
Why does regional pricing increase players, not just spend?
Mallow
Because a price that's fair in the US can be punishing in a lower-income market. Charging a locally appropriate price lets players in those regions actually buy in — so you grow the paying base and playtime, not just squeeze your existing spenders. It's growth, not extraction. That's why the discounted regions show the biggest jump in pass purchases.
Marsh
What's the risk of just switching it on and walking away?
Mallow
Two things to watch. (1) It optimizes for Roblox's signals, which may not match a deliberate pricing strategy — a premium positioning, a loss-leader, a price point that anchors a bundle. If an item's price carries strategic meaning, opt that one out. (2) Automated regional discounts surface very different prices to different players; make sure that's consistent with how you talk about value publicly. For most standard items, though, the right move is to let it run.
Marsh
So how should our team approach it?
Mallow
Default to letting Managed Pricing handle your standard passes and dev products — that's where the free uplift is. Manually control the few items that carry strategic or positioning weight. Then watch earnings in analytics and adjust opt-in/out from Creator Hub ⟩ Monetization ⟩ Managed Pricing. It turns pricing from a once-and-forget guess into a managed, data-driven baseline that keeps working.
Marsh
Executive summary?
Mallow
(1) Managed Pricing merges Regional Pricing + Price Optimization into one automated system that sets and continuously tunes prices for passes and developer products. (2) New items enroll by default with item-level opt-out; existing Regional Pricing items migrate automatically; you keep bulk and per-item control via Creator Hub ⟩ Monetization ⟩ Managed Pricing (subscriptions and private servers are excluded but still regionalized). (3) Roblox's 2025 data: Regional Pricing drove 4–10% more Robux spend and 43–52% more pass purchases in discounted regions; Price Optimization grew eligible creators' earnings ~4% on average. (4) Action: let it run your standard items, manually hold the strategically-priced ones, and watch earnings.
Marsh
So pricing stops being a once-and-forget guess and becomes something that tunes itself. I'll opt in the standard stuff and keep our hero items by hand.
