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Roblox Care Package
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Why This Care Package?
Over 90% of the agencies we speak with are interested in custom gaming activations but aren’t sure where to start.
To help, we’ve gathered essential insights for each game we work with to address these needs.
This care package covers general information, demographics, creative possibilities, and inspiring case studies.
If you have any questions, feedback, or are looking for a partner to craft an impactful brand experience, don’t hesitate to reach out!
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Table of contents
General overview
Roblox is an online platform that enables users to create their own games and play games made by others.
Unlike Call of Duty, Roblox isn’t a single game but rather a “marketplace” where users can build and share diverse games and experiences.
Think of it like Apple’s App Store.
What is Roblox?
Why Roblox matters for brands
Why Roblox matters for brands
Sources: Roblox Corporation | Verto Analytics | activeplayer.io | Newzoo | Levvvel
Mobile devices account for 72% of Roblox activity.
207 million monthly active users
79,5 million daily active users
Gender distribution:
♂️51% ♀️49%
Why Roblox matters for brands
Sources: Roblox Corporation | Verto Analytics | activeplayer.io | Newzoo | Levvvel
Mobile devices account for 72% of Roblox activity.
207 million monthly active users
79,5 million daily active users
Gender distribution:
♂️51% ♀️49%
Game availability
Roblox is available on:
Mobile devices account for 72% of Roblox activity.
Game metrics and marketing strategies
Roblox allows you to take a deep dive in your experiences audience.
From game analytics (retention, engagement, etc.) to geographical data, age, etc.
Game metrics
Roblox offers metrics and funnels natively that are visualized in a dashboard.
You can set up custom triggers within your experience to track specific user interactions and actions.
For example, you can monitor how many players completed a level, interacted with branded items, or participated in specific activities, etc.
Using these funnels can be used to iterate and improve your core game loop.
Game metrics
Marketing strategies - ads manager
The Roblox Ads Manager is a comprehensive tool that enables advertisers to create, optimize, and measure ad campaigns effectively.
It supports various ad formats, including Immersive Ads, Sponsored Experiences, and Search Ads, allowing advertisers to reach their target audience across different placements on the platform.
With features like audience targeting, budget management, and performance analytics, the Ads Manager provides valuable control over advertising efforts, helping advertisers achieve their campaign objectives.
These ads can be targeted on country, device, age group, and gender.
In Roblox, UGC (user-generated content) refers to items created by players that can be used to customize their characters in-game.
Unlike traditional content produced by Roblox Corporation, UGC items are designed and uploaded by players or studios directly to the Roblox marketplace.
UGC can be a powerful marketing tool to drive traffic by offering limited items to players who engage with your experience.
You can set it up so players unlock items through specific actions in your game, like inviting a friend, returning for consecutive days, or completing certain levels.
Marketing strategies - UGC
Game fundamentals
Robux
Roblox has its own economy with its own currency called "Robux".
Robux can be used to purchase various things within Roblox, such as experiences, skins, etc.
Robux
For 5 euros of Roblox credit, you buy 400 Robux. 800 Robux costs 10 euros and 1700 Robux costs 21 euros.
You can also opt for a Premium subscription, which gets you 450 Robux for 5 euros, 1000 for 10 euros or 2200 for 21 euros in your account every month.
Monetisation options
Paid Access
Game passes
Developer products
Private servers
Catalog fees & commissions
Premium payouts
Plugins
Partnered sponsorship(s)
Monetisation - Paid access
Paid Access allows you to charge a one-time Robux fee in order for users to access your experience.
Some developers temporarily use this feature to create a closed beta where their most engaged users can have early access to an experience and help with testing and feedback.
Monetisation - Game passes
A Pass allows you to charge a one-time Robux fee in order for users to access special privileges within an experience, such as
Monetisation - Developer products
A Developer Product is an item or ability that a user can purchase more than once, such as in-experience currency, ammo, or potions.
You can prompt purchases, record them, and get product information through scripting.
Monetisation - Private/VIP servers
A private server is a subscription-based feature that allows a user to decide who can play an experience with them.
While private servers can be free, you can also use private servers as a method of monetization by charging users who want to access private servers a monthly Robux fee.
Private servers are often purchased for:
Gathering in-experience resources.
Monetisation - Catalog fees & commissions
You can create and sell accessories and clothes on the Marketplace.
After you pay the upload fee and submit a new asset for approval, the moderation team reviews your asset and, if approved, adds your asset to the catalog.
You'll receive a commission every time users purchase your catalog item. If users purchase your catalog item within an experience using the Avatar Inspect Menu or the Avatar Editor Service, the experience owner also receives a commission.
Monetisation - Premium payouts
Premium Payouts allow you to automatically earn Robux based on the share of time that Premium subscribers engage* in your experiences.
*End users can pay monthly for Roblox premium and get some benefits for doing so.
Monetisation - Premium payouts
A Plugin is an extension that adds additional features or functionality to Studio.
You can sell plugins to other creators on the Creator Marketplace for Robux, or offer them for free. For more information, see Publishing Plugins.
Monetisation - Partnered Sponsorship
A Partnered Sponsorship is a collaboration between a brand and a game or experience on Roblox, where the brand’s content is integrated into the game to reach its audience in an authentic way.
This setup allows brands to create immersive, branded experiences that engage users through interactive gameplay or themed elements.
Monetisation - Partnered Sponsorship
If you create and distribute virtual items yourself, you earn 70% of the proceeds. 30% goes to Roblox.
Currently, a cash-out has a value of $0.0035U.S. Dollars per Robux earned.
E.G. You have sold to 1M robux. You earned yourself 700K robux. Cash out = $2.5K
Some examples of the most successful worlds
Following worlds are some of the most popular games on the platform.
These games usually have some full-time employees working constantly on updates and bug fixes.
Some examples of the most successful worlds
Adopt Me! is a game where you can design your own home. Within this home, users can adopt "pets" and befriend other users.
The game itself is basically free-to-play but if you want to unlock rare pets, purchases are quickly made in-game.
Adopt Me! - Overview
Adopt Me! has long been the most popular game within Roblox. We know their revenues are above $5M per month.
Like most Roblox experiences, Adopt Me! has its own in-game currency that can be used to purchase in-game items (pets, furniture for your house, etc.).
A user can earn these by playing or purchase through Robux.
Users can purchase game passes to obtain benefits.
The VIP pass gives you e.g. access to an exclusive residence, access to the VIP room, others can see that you are VIP etc.
Through premium payouts (see previous slides on monetization).
Premium users who play the game.
Adopt Me! - revenue model
Meepcity is a role-playing game where users can drive around in their car, decorate their in-game home, collect meep mascots and even take classes at school.
The goal is to purchase and invest in real estate.
Meepcity was the first game with more than 1 billion visitors. Currently, the counter already stands at more than 15 billion.
Meepcity - Overview
Like most Roblox experiences, Meepcity has its own in-game currency that can be used to purchase in-game items (pets, furniture for your house, etc.).
A user can earn these by playing or purchase through Robux.
Through premium payouts (see previous slides on monetization).
Premium users who play the game.
Again, a user can purchase passes to gain benefits.
Meepcity also allows you to purchase private servers so that you have a Meepcity world for just yourself and your friends.
Adopt Me! - revenue model
Extra - 🌴 Modern Island
Modern Island is a game that achieved 77K visitors in its first 2 weeks.
The first week after launch, the creator earned 470K robux from users who purchased passes or coins in the world.
470K robux = $1,645
Popular game modes
Tower Defence
The goal is to defend a player's territories or possessions by obstructing the enemy attackers or by stopping enemies from reaching the exits, usually achieved by placing defensive structures on or along their path of attack.
Pet Simulators
These games are about collecting coins & gems to unlock powerful pets. Coins can be used to hatch pets from eggs and purchase new biomes.
Theme Park Tycoon
Build your own theme park, upgrade your rides and get more visitors to earn more and upgrade further.
Murder mystery
While the game is taking place, players are free to guess who they think the murderer is. For example, someone might say “Jason, are you the murderer?” If they're correct, then the game ends and you can start a new one. However, if they're wrong, they “die” and have to leave the game.
Jailbreak
Jailbreak follows traditional Cops and Robbers gameplay, with three playable teams: police, prisoner, and criminal. The police and prisoner teams are selectable from the team selection menu. To become a criminal, one must select the prisoner team and escape prison.
Roblox: in-game possibilities
Roblox Studio is an all-in-one IDE (integrated development environment) that lets you create experiences that run on Roblox. It’s free to use and lets you reach millions of users using the Roblox app on console, desktop, and mobile devices.
You can create custom experiences in Roblox (for brands) with:
Brand experiences
Use Cases - Roblox
Click on the use case
Nachtwacht (2024)
Media
WoodWalkers
(2024)
Media
WoodWalkers (2024)
In this immersive Roblox game created for the release of the Woodwalkers movie, players can shapeshift into iconic animals like a puma or raven, capturing the spirit of the beloved book series.
Each day offers a fresh experience with a randomly generated obstacle course (obby), challenging players to navigate and explore as their chosen Woodwalker creature.
The experience saw almost 90K visits in just the first two weeks, highlighting its strong player engagement.
Use case
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WoodWalkers (2024)
Free UGC giveaway
The efficient way to promote a Roblox game is to organize a free UGC giveaway. For Woodwalkers, we designed a unique hat in a typical Roblox cartoony style in the shape of a Puma head.
On platform advertising
To attract a German audience, we used Roblox-sponsored ads. These ads placed the game on Roblox's homepage and drove in new players. The sponsored ads could focus on specific demographics that matched the goals of Woodwalkers.
Influencer marketing
Several German influencers were hired to promote the game via YouTube videos, leveraging their community to create an additional push.
Use case
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Free UGC giveaway
On platform advertising
Influencer marketing
WoodWalkers (2024)
Use case
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Nachtwacht (2024)
For VRT, the national public broadcaster of the Flemish Community in Belgium, we developed a custom Roblox experience around their popular children's IP, "Nachtwacht."
In this game, players navigate through various mazes with the objective of rescuing the heroes from the show.
Each hero saved grants the player a unique superpower.
The challenge is to avoid being caught by the menacing Minotaur while using these powers to help the heroes escape.
Use case
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Nachtwacht (2024)
Use case
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Before you start…
As you saw in the previous slides, almost anything is possible to create within Roblox. However, Roblox does have specific guidelines.
Be sure to follow these if you’re working on a commercial project. If you’re unsure about any requirements, feel free to reach out to us!
It's also important to consider the younger audience on the platform and ask yourself whether your brand aligns with their expectations and values.
Roblox advertising standards:
https://en.help.roblox.com/hc/en-us/articles/13722260778260-Advertising-Standards
Roblox community guidelines:
Let’s collaborate!