Roblox remains one of the most influential gaming platforms by now, expanding its vision from “games” to “experiences”. It has grown even larger during the lockdown years, and it isn’t going to stop. Its recent initiatives are aiming at both trying new revenue channels and age-related content policies which will appeal to teenagers and adults as well.

What’s the secret of Roblox? It appealed to the youngest players with simple yet highly playable games and enables creators to express themselves, providing them with a game-building kit. Yet all kids grow with time, and Roblox takes this into consideration to keep them engaged. In particular, it applies to in-world advertising and content policy which now needs to keep its core audience of today and remain attractive to new kids.
How will Roblox achieve it? It started happening naturally: Roblox isn’t the platform to go for those under 13: the majority of its audience is older now. This can be attributed to the power of habit and the experience Roblox has left in the souls of its young users. But the platform has to lead instead of just going with the flow.

It’s also important that as kids grow, they become a target for marketers, and given that Roblox has a solid audience of 52.2M daily users, Roblox needs to offer the marketers new ways to infiltrate. One of these ways is digital billboards and posters that appear in games like they do in the real world. Well, Roblox feels well ahead of Meta in building a working metaverse. Brands have already started representing themselves on Roblox: Gucci, Spotify, Nike, and even Chipotle have their open worlds on Roblox, combining advertising and engaging gaming experience. Later more will follow.

What do you think about these initiatives? Won’t posters and billboards in Roblox experience look distracting and unnatural, or are they okay? Do you find branded areas fun? Share your impressions with us in the comments if you please!