- Roblox announced the introduction of paid “experiences” on its platform, initially for desktop users, offering creators up to a 70% revenue share.
- The company also unveiled partnerships with brands like Walmart and Shopify, allowing developers to sell physical merchandise directly through their games, extending their brand beyond the virtual world.
OUR TAKE
This strategic move by Roblox to incorporate paid games and physical merchandise sales is a forward-thinking approach. It enriches creator earnings and extends brand presence into the real world. By diversifying revenue streams and enhancing user engagement, Roblox is positioning itself resiliently amid economic fluctuations, showcasing its commitment to innovation and its vibrant community.
–Vicky Wu, BTW reporter
What happened
Roblox announced on Friday that it would introduce paid video games to its platform, empowering developers to retail physical merchandise directly through their crafted games.
Developers will be able to sell certain games, referred to as “experiences”, for real money, starting with desktop users. The company will offer creators a revenue share of up to 70%, although the exact amount will vary depending on the game’s price. This feature will launch on personal computers later this year, with plans to expand to other devices over time.
Additionally, Roblox revealed a partnership with esteemed brands, including Walmart, Elf Beauty and Shopify, enabling gamers to seamlessly purchase authentic products straight from the virtual environment. This step enables developers to capitalise on their digital creations by offering fans tangible products, extending their brand reach beyond the virtual space.
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Why it’s important
This move is significant as it introduces a new revenue stream for Roblox and its creator community. Traditionally, the company has focused on free-to-play games with in-app purchases of ‘Robux’, its virtual currency, used for buying in-game items. By adding paid experiences, Roblox opens another avenue for creators to earn, reinforcing its commitment to supporting the people who make its content.
Roblox has always relied heavily on user-generated content to keep players engaged. In the past year, it paid over $800 million to its creator community. The introduction of physical merchandise sales through partnerships with companies like Shopify, Walmart, and Elf Beauty further integrates Roblox into the broader e-commerce landscape. This strategy could help Roblox maintain its position during a period of economic uncertainty, where consumers are more cautious with their spending. It also demonstrates the platform’s adaptability and its aim to remain relevant in a competitive gaming market.
