Whilst experiencing rapid growth in use and revenue, Roblox has faced criticism for its ‘microtransaction’ business model, which has resulted in parents seeing unexpected bills for purchases made online by their children without their permission, as well as for inappropriate content being shared by users in the game. To meet these demands, the company has expanded to a team of 500 engineers and support staff. Roblox saw a large influx of new players during the COVID-19 pandemic as children across the world looked to socialize and play online rather than in person. Despite this, the company is not yet profitable. By offering an in-game ‘currency’ which allows users to purchase add-ons, as well as premium tiered access to the game, Roblox has generated very significant revenues from its daily user base of over 40 million. In the last five years, the game has rapidly increased in popularity, both in the US and around the world. Roblox Corporation is the developer of the immensely popular ‘Roblox’ computer game, which was estimated in 2020 to be played by over half of all children (<16) in the US.įirst launched in 2004 under the name DynaBlox and switching to the current name a year later, Roblox allows children to play a range of open-ended games and interact with other players online via its chat functionality. Probably not a name most people are immediately familiar with, Roblox nevertheless represents a great success story.
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