Roblox Grows Up
When I joined Roblox in 2022, it was undeniably a platform for kids’ games. Today, 18+ is the platform’s fastest-growing audience, and daily active users have nearly tripled, from 52 million to more than 144 million.
Not Just Kids Games
To expand the platform to a new, aged-up audience, we couldn’t just emphatically say we are not only for kids, we had to show it. And there was so much to show. On Roblox you can race cars, kill or get killed by a giant cheese, attend a Laufey concert, or build a game about
flying dragons that becomes a million-dollar business. It’s so much more than games. It’s beautiful, joyful chaos made from a perfect combination of creation, creativity and connection. And that’s what everyone needed to see. We needed to expand the Roblox story.
A New Look for a New Story
First things first, we gave that beautiful chaos intention, and a carefully calculated sophistication. The Tilt System, born from the logo, became a global, visual language. It literally framed up how we communicated –
whether we were showcasing a new game, hosting live events or introducing fashion partnerships – without losing what makes Roblox unmistakably Roblox.
Created with great partners at DixonBaxi.
New Cultural Conversations
Since late 2024, Roblox’s Instagram and TikTok audiences have grown by roughly 11.5 million followers — nearly 50% growth across the two channels. To achieve this, we shifted from just talking about games to talking with and about the people who make Roblox what it is. We heroed unabashedly older community members. We shone a light on the creators of popular games, revealing a wildly creative class.
We featured edgier music and entertainment partners. And we joined conversations happening in culture, repositioning how we were perceived and where. Even our digital fashion trend report landed in Vogue Business. Every post, partnership and placement became another proof point that Roblox was, and is, bigger than kids gaming.
Expanded Experiences
We also created new ways to play and experience Roblox. Working across engineering, product design, events and marketing, we created platform-wide live events that gave the unique Roblox community something to show up for, and gave new audiences a reason to join. Together, these events generated more than half a billion visits in 2024.
For The Hunt over 140 million people came together across eleven days to unlock levels of an elegant, intricate puzzle experience, and compete for a $1 million prize. The top ten competed in the platform’s first live esports final, which streamed across Twitch, YouTube, and TikTok.
The Haunt embraced horror, jump-scares, fashion, and self-expression. Designed for an older audience, again, it didn’t tell people Roblox wasn’t for kids. It simply didn’t feel like it was.
The Roblox Developers Conference became another touchpoint to bring sophistication, and anticipation, upleveling the event to be on a par with other tech keynotes in hype and look.
