Roblox, the Club Penguin for Gen Z, is now cash-flow positive

technicalstudio | March 20, 2018 | 0 | Tech News

I’m familiar with Roblox because my 8-year old daughter watches YouTube videos of kids playing the game almost every day. I’m also familiar with Roblox because she whined while we were running errands one weekend that she needed to “get on the internet right now” because she had scheduled a playdate with a friend in Roblox. And I’m familiar with Roblox because the other day, she uttered, “ugh, this obby,” which forced me to turn to Google like the old person I am to find out what the heck an obby was.

(It’s an obstacle course, in Roblox lingo, by the way.)

You see, I’m not the core demographic for Roblox, the massive gaming platform that now sees over 50 million kids playing every month. I’m a grown-up.

Roblox users tend to be young – ages 8 through 18 play the game, though the core demographic is really more 9 to 15.

For those unfamiliar, Roblox is a universe of user-generated 3D virtual worlds, where kids can engage in open-ended play. They customize their own characters, and then do things like run through obstacle courses, build the roller coaster of their dreams, pretend to be a superhero, ride a hot air balloon to a castle in the sky, go scuba diving, run a pizza parlor, and much more.

But more importantly, kids aren’t generally playing alone.

“A lot of kids come to Roblox to play with their friends,” explains Craig Donato, Roblox Chief Business Officer. “It’s like a virtual playground where they tend to jump from game to game with their friends – almost like jumping like I used to jump from the swing set to the monkey bars.”

Kids can chat in the game, which is moderated both automatically to filter out bad words, as well as by human moderators.

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