Understanding The Popularity Of Roblox

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  • published 2024.01.25 updated 2024.01.29
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In an ever-changing digital world, one platform stands out for its innovative approach and significant impact on the video game industry— Roblox.

Born of the idea of offering an immersive, collaborative gaming experience, Roblox has rapidly become much more than a simple gaming platform. Today, it’s a thriving creative and economic ecosystem where users’ imaginations bring limitless virtual worlds to life.

Understanding The Popularity Of Roblox

What is Roblox?

Roblox is not just a game but a user-generated content (UGC) platform where imagination and creativity meet to create many games and experiences. Launched in 2006, Roblox allows users – often referred to as “Robloxians” – to create and share their own games or to immerse themselves in the creations of others. 

What sets Roblox apart is its ability to offer a highly customizable experience – each game, called an “Experience,” is unique and reflects the vision of its creator.

The platform stands out for its accessible development tools, enabling even programming beginners to bring their ideas to life. Using the simple yet powerful Lua language, Roblox democratizes video game creation and opens the door to a new generation of developers.

How popular is Roblox ?

The platform’s user count grew from 23.6 million in the first quarter of 2020 to 66.1 million in the first quarter of 2023, while monthly active users grew to 214 million.

As of May 2023, Roblox has 300 million monthly active users, according to estimates from RTrack. Roblox’s user base has seen significant growth over the past few years.

If you’d like more detailed data on Roblox’s demographics and growing popularity, feel free to download Exclusible’s in-depth report “Stepping into Roblox as a Brand”

SOURCE: roblox Q2 2023 Supplemental Materials

The Diversity of Gaming on Roblox

How many games does Roblox have?

After signing up for a free account, players can discover more than 40 million games on Roblox’s home page, which is similar to YouTube’s home page: it lists some of the games available per category or trend. When registering, users receive their own Avatar, which they can customize as they desire.

Anyone can create games on Roblox, making it more of a two-sided platform. Roblox counts 9.5 million active developers (Dean, 2023), of which most are Roblox users themselves and not professional developers. Roblox’s Lua programming language, is a perfect choice for beginners, and an array of predefined components.

The vast majority of games on Roblox are free to play, making them accessible to children and anyone else interested. The most popular game on Roblox, as of November 2023, is “Adopt Me!”, which has reached over 34.5 billion hits since its inception. In this game, players can adopt, raise, and trade pets, as well as role-play with friends.

Roblox also offers its own virtual currency, called Robux. Players can acquire Robux using real money by playing or creating games. Game developers, for example, can earn Robux by selling access to their games, offering enhancements, selling content and tools to other developers, or items on the Avatar Marketplace. Roblox keeps 30% of every in-game purchase, while developers receive the remaining 70%.

Unique features

Roblox is much more than just a gaming platform; it’s an ecosystem where creativity, community, and technology converge to deliver a unique user experience.

Here are some of the distinctive features that define Roblox:

Creation made easy and democratized

Roblox democratizes game creation with Roblox Studio, an intuitive tool that enables anyone, from beginners to experienced developers, to create immersive games and experiences. This accessibility paves the way for an incredible diversity of content created by a global community of developers.

A social and immersive platform

Roblox is a dynamic social space where users can interact, collaborate, and share experiences. Players can meet, exchange ideas, and even collaborate on game projects. The platform integrates social features such as in-game chat, groups, and community events, fostering a strong sense of belonging.

Diversity and richness of experience

With millions of games available, Roblox offers an unrivaled variety of gaming experiences. From fantasy adventures and realistic simulations to fashion games and educational experiences, there’s something for every type of gamer. This wealth of content ensures that users always have something new to discover.

“Roblox is also a social platform where children can connect with players and creators who share their interests, give constant feedback, and fuel their learning.” Dr. Ito (Jones, 2021)

SOURCE: roblox
SOURCE: roblox
Virtual economy and customization

Roblox has its own virtual economy based on Robux, a currency that allows users to buy, sell, and create virtual objects. This economy stimulates creativity and offers developers a way of monetizing their creations. What’s more, avatar customization lets users express their individuality with options for clothing, accessories, and more.

The average user of Roblox spends nearly 60$ per year on the platform.

Prices in usd from roblox’s platform.

Who are the Roblox users?

Gender Distribution

Historically, Roblox has mainly targeted tweens and teens. However, this trend seems to be changing as its user base broadens, with the fastest-growing age group now being 17 to 24. Despite this, a large proportion of Roblox users are still under the age of 13, highlighting early access to Internet-connected devices such as smartphones and consoles in this age bracket.

Available in over 200 countries, Roblox shows a diversified geographical distribution of its audience. The most significant share of its daily active users is in Europe, with 18.2 million, closely followed by the USA and Canada.

As for gender distribution, it’s relatively balanced: 51% of players are boys and 44% girls; the remaining accounts did not specify their gender (Clement, n.d.). Roblox engagement remains high regardless of gender, with an average of 190 minutes spent by U.S. children on mobile devices playing Roblox (Clement, 2023).

The increasing number of female players on Roblox can be attributed to several factors.

Diverse Game Offerings

Roblox’s wide range of games appeals to diverse interests, including genres that may traditionally attract more female players. These include fashion games, role-playing games, and social experiences, offering a variety of activities beyond the conventional gaming genres.

A Creative and Social Platform

Roblox is not just about playing games; it’s also about creating them. The platform empowers users to express their creativity, which might be particularly appealing to female audiences. The social aspects of Roblox, such as collaborating on projects and sharing experiences with friends, also make it an attractive platform for girls and women.

Safe and Inclusive Environment

Roblox has put considerable effort into making its platform safe and inclusive, which can be a significant draw for female players. Features like robust parental controls, chat filters, and a strong community with enforced behavioral guidelines contribute to a safer online environment.

Educational Aspects

Roblox’s educational elements, like learning to code with Roblox Studio and participating in STEM (Science, Technology, Engineering, and Mathematics) educational experiences, may also attract female users interested in these fields.

Changing Gaming Demographics

The demographics of gamers are changing globally, with more women participating in gaming across various platforms. As gaming becomes more mainstream and socially accepted among different genders, platforms like Roblox see an increase in female participation.

These reasons represent broader trends in the gaming industry and user-generated content platforms, which likely influence the increasing presence of female players on Roblox.

To explore even more data on the gender breakdown of Roblox, including in-depth analysis and detailed statistics, we invite you to consult Exclusible’s report, “Stepping into Roblox as a Brand”

This information-rich report offers a comprehensive view of the demographic trends and evolution of the Roblox community, highlighting key aspects of this ever-expanding platform.

Roblox's popularity among Generation Z

With its ability to offer a unique and diverse gaming experience, Roblox has succeeded in massively captivating Generation Z, born between the late 1990s and early 2000s. This popularity can be attributed to several key factors that particularly resonate with young people of this generation.

Social interaction on the platform

One of the main attractions of Roblox for Generation Z is its social aspect. Roblox functions not only as a gaming network but also as a social space in the metaverse, enabling users to connect with friends and meet new people in a global community. In 2021, Roblox estimated that around 2.5 billion text messages were sent daily on its platform, facilitating the creation of up to 17 million new friendships a day.

Security and Parental Control

Security is a key element in Roblox’s appeal to Generation Z. The platform has implemented stringent measures to ensure a safe environment for its users, including strict rules against cyberstalking and discrimination.

Roblox has strict in-game rules that forbid cyberbullying, harassment, and discrimination. Anyone behaving threateningly or violently will be banned. These rules are enforced by censoring in-game chats through filtering software. Additionally, Roblox employs 1,500 human moderators who help respond to any problems. (Baszucki, 2022)

Multigenerational and educational approach

Roblox isn’t just about entertainment; it also offers educational opportunities. The platform encourages young people to learn programming, design, and other useful skills while having fun. This multi-generational and educational approach also contributes to its appeal to Generation Z.

Roblox’s in-game programming language, Lua, might even help players learn programming and coding. In the Roblox studio, players can use precomposed elements or go more advanced by embedding code in their experiences.

This way, Roblox doesn’t just teach the first steps into programming but also principles of general UI/UX design and web development. Beyond the technical aspects, Roblox can help players learn about entrepreneurship as successful games earn the creator Robux.


Online gaming platform Roblox dominates average monthly engagement, with users devoting 78 hours per month, far surpassing other popular platforms such as YouTube, TikTok, and Facebook. Compared to streaming services like Netflix and social networks like Instagram, Roblox clearly stands out, testifying to its appeal and popularity among its audience. In terms of daily engagement, a Roblox user spends an average of 2.6 hours daily on the platform, underlining its captivating and interactive gaming experiences.



It's clear that the Roblox platform represents much more than just a digital playground.

Its phenomenal success is based on a unique combination of innovation, creativity, and community. Roblox has transcended the traditional boundaries of video games to become a rapidly expanding social and creative ecosystem where every user can play, create, and share immersive experiences.

The brand collaborations on Roblox illustrated on the bloxmetrics.com platform, such as the iconic experience created by Vans, perfectly illustrate how companies can meaningfully engage with their audience in this virtual universe. 

These brand experiences are not just advertising extensions but interactive spaces where users can immerse themselves in the brand’s values and aesthetic. 

Vans World, for example, has become a virtual meeting point attracting over 106 million skateboarding and urban culture enthusiasts, demonstrating the powerful impact brands can have in the metaverse.

Exclusible helps brands navigate this ever-changing virtual landscape, enabling them to connect with a younger, technophile audience in an authentic and engaging way. If you’re interested in learning more about how we can help you, visit our gaming page

Roblox is not just a game or a creative platform; it’s a cultural phenomenon that redefines digital interactions and opens up new avenues for creativity, education, and marketing. 

For brands, developers, and users alike, the Roblox universe offers fertile ground for innovation and exploration in a world where the only limits are those of the imagination.