Roblox Shifts Strategy to Attract Older Players

Roblox Strategy: Growing Beyond Kids to Reach 30-Somethings

Roblox Corp., the creator of one of the world’s most widely used online gaming platforms, is pushing to broaden its appeal beyond its traditional base of children and teens to attract older players — including 30-somethings — in an effort to diversify engagement and revenue potential. The shift reflects strategic priorities to evolve the platform’s audience and reinforce long-term growth in a competitive gaming market.

Adult User Growth Drives Strategic Focus

Roblox CEO David Baszucki has noted that the number of users aged 18 and over has been increasing rapidly, with the company reporting a roughly 50 percent year-over-year rise in users over 18, indicating adult engagement is rising as a percentage of the platform’s total audience.

According to recent industry reporting, some 27 percent of daily active users who completed age verification are adults, a figure that has motivated Roblox to intensify efforts to make the platform appealing to older gamers. Older users also spend more on the platform than younger ones, underscoring their value to Roblox’s monetization strategy.

Expanding Content and Experience Offerings

Roblox’s core appeal lies in its user-generated content model — a vast ecosystem where creators build games, experiences, and virtual environments. However, much of that content historically skewed toward younger players.

To attract a broader age range, the company is prioritizing the development and curation of “high-fidelity” genres — such as shooters, role-playing games (RPGs), and sports/racing titles — that tend to resonate with an older gaming audience. Enhanced performance, improved graphics quality, and more sophisticated gameplay mechanics are part of this strategy to deliver experiences that adults find compelling.

Supporting this shift is Roblox’s rollout of age‐verification systems that allow more tailored interactions and age-appropriate content labeling, which in turn helps creators and marketers design offerings for older segments while preserving safety for younger players.

Demographic Shifts Present Opportunities and Challenges

The demographic evolution of Roblox’s user base is already underway. Broader gaming industry metrics and platform data show that older teens and young adults form a growing share of active users — with the 13-plus segment increasing significantly over time.

By engaging older players, Roblox aims to increase lifetime user value and extend monetization through enhanced in-game economies, creator revenue shares, and premium experiences. Older gamers historically exhibit higher in-game spending patterns, making this demographic particularly attractive.

However, the transition also presents branding and perception challenges. Roblox’s identity is still strongly associated with children’s gameplay, and positioning the platform to appeal to adults requires balancing new content expectations with its legacy community and safety framework.

Monetization and Platform Evolution

Beyond demographic expansion, Roblox is investing in broader platform growth strategies that include creator-led monetization, global content diversification, and enhanced discoverability to sustain engagement across age groups. Analysts note that Roblox’s model — enabling creators to build and profit from their content — is a unique competitive differentiator, but expanding adult appeal will be key to capturing a larger share of global gaming content revenue.

Conclusion

Roblox’s efforts to attract older users — including adults in their 30s — signal a strategic evolution of the platform from a kid-centric gaming universe to a more inclusive entertainment ecosystem. By combining demographic shifts, enriched game offerings, and tailored user experiences, Roblox aims to broaden its market footprint and sustain growth in a rapidly maturing digital entertainment landscape.

While challenges around safety and brand perception remain, the company’s focus on adult engagement highlights its ambition to compete more directly with broader gaming platforms and capture a more diverse user base.