Roblox Expands Its Audience to Adult Gamers
▼ Summary
– Roblox is actively working to increase its number of adult players, as 27% of its age-verified users are over 18.
– Adult users on Roblox are spending more money on the platform than users under the age of 18.
– The company plans to attract older audiences by expanding high-fidelity game genres like Shooters, RPGs, and Sports & Racing.
– This strategic shift follows multiple lawsuits over child safety on the platform in several U.S. states.
– Roblox has implemented various safety features, including age checks, age-gated content, and enhanced parental controls.
The platform known for its vibrant, user-generated worlds is actively courting a new demographic: adults. In a strategic move to diversify its user base, Roblox is focusing on attracting and retaining players over the age of 18. This initiative follows the successful implementation of an age verification system, which has already identified a significant portion of its audience as adults. According to the company’s latest financial report, nearly half of all daily active users have completed an age check, and of that verified group, 27 percent are adults. Notably, this older demographic is already demonstrating higher spending power on the platform compared to younger users.
To appeal to this mature audience, Roblox is strategically expanding into genres that traditionally resonate with older gamers. The company is prioritizing development in what it terms “high-fidelity” categories, specifically targeting some of the most popular and profitable segments in the broader gaming industry. This includes a focused push into Shooters, Role-Playing Games (RPGs), and Sports & Racing titles. Alongside this content shift, there is a renewed emphasis on improving overall performance and graphical quality, aligning the platform’s technical capabilities with the expectations of a more experienced gaming crowd.
This pivot towards an adult audience occurs against a backdrop of increased scrutiny regarding child safety. The platform has faced legal challenges in several states, prompting a series of protective measures. Beyond age verification, Roblox has introduced a suite of safety features designed to create a more secure environment for younger users. These changes encompass age-restricted content, clear content labels, a comprehensive rating system for experiences, and enhanced tools for parental oversight. The company’s dual approach reflects a balancing act: fostering a space that is engaging for adults while rigorously safeguarding its younger community.
(Source: The Verge)
