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Focused on the emerging side of things; technologies, territories, tools, strategies and ideas. Written by TBD Group (intelligence products, advisory, and events).

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ROBLOX HITS 1 BILLION USERS, BUT FUTURE IS UNCERTAIN

Roblox just hit a major milestone, crossing the one billion registered users mark. An achievement that highlights the platform’s rapid growth and its evolution from a gaming hub for kids to a global phenomenon that increasingly attracts older audiences and developers.

At the 2024 Roblox Developers Conference (RDC), the company announced plans for a new generative AI tool. The tool allows creators to generate 3D scenes using simple text prompts, dramatically reducing the complexity of game development on the platform. Roblox aims to use this technology to allow real-time creation that is fully integrated with gameplay, streamlining the game-building process. As generative AI becomes more integral to platforms like Roblox, it is likely to empower more creators to contribute to its vast ecosystem.

In addition to the AI tools, Roblox is introducing new social features. One of the key features is the “Party” mode, which will allow users to engage in more personalized and interactive multiplayer experiences. This is accompanied by the launch of Roblox Music Charts, which will rank popular tracks on the platform, reflecting Roblox’s increasing interest in the music industry. While music executives remain cautious about Roblox’s long-term potential in the industry, these new charts could position the platform as a more significant player in the entertainment space. Watch the whole announcement here top see inside Roblox and how the company is positioning the changes:

Moreover, Roblox is set to expand its commerce capabilities. Through a new integration with Shopify, creators will be able to sell physical goods directly on the platform, marking Roblox’s first major step into physical e-commerce. This move allows users to purchase merchandise designed by their favorite creators and brands, all within Roblox’s immersive environment . Such an initiative aims to capitalize on Roblox’s growing cultural influence, especially among younger demographics.

Roblox is also making significant changes to its revenue-sharing model. Developers will soon earn between 50% and 70% of the revenue when users purchase games or items with real currency, a substantial increase from the previous 30% share. This change reflects Roblox’s commitment to becoming a more creator-friendly platform and incentivizing premium content creation  .

In a push to retain its player base and attract new users, Roblox is loosening some of its restrictions, such as its modesty layer rules, a controversial change that has sparked conversations across its community. Alongside these changes, Roblox continues to build partnerships with major brands. For example, users can now buy movie tickets for real-life events like “Beetlejuice” directly within Roblox’s virtual platform.

Roblox is also positioning itself to capture a larger share of the gaming market. CEO David Baszucki stated the company aims to capture 10% of the global $180 billion gaming content market, which would further elevate Roblox’s status among gaming giants. In short, Roblox is making bold moves across several fronts—from AI-driven content creation to new social features, commerce integrations, and more favourable revenue splits for developers. As Roblox goes beyond the 1 billion user milestone, it continues to evolve, positioning itself not just as a gaming platform, but as a broader social and commercial hub with a greater global influence.

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