Season-pass pricing — conversion vs. price tier

What should a season pass cost? Price it at 39 Robux and you sell more units; price it at 399 and your per-buyer revenue jumps. Which tier actually wins in practice? Drawing on cross-title data we watch internally, Mallow and Marsh walk through the decision frame.

Cast

Mallow

SENIOR CONSULTANT · 13Y

Senior consultant at ZehnStudio26. Around since the early Roblox days. Good at translating dense topics into plain language.

Marsh

ROBLOX BEGINNER · READER STAND-IN

A marketer at a brand company. Has only recently started paying attention to Roblox. Asks "what does that mean?" every time jargon shows up — the reader's voice.

Marsh

Mallow, we're planning a season pass and the team can't agree on the price. Half want to sell cheap and high-volume, half want to charge premium for the feel of it.

Mallow

On Roblox, the season-pass market has settled around four tiers — 39 / 99 / 199 / 399 Robux. Each tier targets a different buyer and means a different thing.

Marsh

What's a Robux in real money, by the way?

Mallow

From the player's seat, roughly 1 R$ ≈ ¥1.5. So 99 Robux is about ¥150, 399 Robux is about ¥600. Convenience-store coffee to a single bento.

Marsh

Got it. So what does each tier mean?

Mallow

39R$ (trial): "Looks fun, why not" buyers. Highest conversion rate, lowest per-buyer take.
99R$ (standard): regular paying users. Pulls the biggest absolute revenue volume.
199R$ (core): engaged players. Lower conversion, but it lifts ARPPU (average revenue per paying user).
399R$ (whale): a slice of heavy players. Few buyers, but their LTV is in a different league.

Marsh

ARPPU — another acronym I don't know…

Mallow

Average Revenue Per Paying User. "Among the people who paid, how much did each one spend." Like the per-customer check in retail. Multiply ARPPU by the share of users who pay (PCVR) and you get the game's overall per-user revenue.

Marsh

So cheap means high volume, low per-buyer; expensive means high per-buyer, fewer buyers. Tricky to balance.

Mallow

Exactly. Empirically: 39R$ converts at 2.5–3× the 99R$ rate. But the price is 1/2.5, so total revenue lands roughly even — slight edge to 99R$. At 399R$, conversion drops to about 1/5 of 99R$, and total revenue typically can't catch up.

Marsh

So 99R$ is the "total revenue peak"?

Mallow

Selling a single product, mostly yes. But hit titles in practice don't sell a single product — they stack tiers. 99R$ as the main offer, 39R$ as the entry, 199R$ and 399R$ above as "premium packs." That way you don't leak any segment.

Marsh

Like a restaurant's course menu. A, B, C, special.

Mallow

Good analogy. To extend it: the "special course" doesn't have to launch on day one. Out of the gate, lead with 99R$ and watch. Once you can see who the whales actually are, add 199R$ and 399R$ on top. Safer that way.

Marsh

How do you tell who the whales are?

Mallow

Creator Hub Analytics shows "how many season passes a player bought in the last 30 days" and "cumulative Robux spend." If you can see a cohort that bought the 99R$ pass multiple times, that's the audience for the 199R$ and 399R$ tiers.

Marsh

Okay, so the executive summary?

Mallow

Three lines. (1) Season-pass tiers are 39 / 99 / 199 / 399 R$; 99R$ captures the biggest total revenue. (2) Premium tiers target whales — don't launch with them, add them a month or two in. (3) A tier stack beats a single price every time, because it stops segment leakage.

Marsh

"Lead with 99, anchor with 39 as the entry, layer 199 and 399 once you have whale data." That's pitchable internally.