Roblox is working to pull in adult players

Source: The Verge

Summary

After rolling out age verification last year, Roblox is aiming to grow the number of players over 18 on its platform. As noted in its 2025 year‑end earnings report, 45 percent of Roblox’s daily active users have completed an age check as of January 31st. Of those who have verified their age, 27 percent are 18 or older, up from 22 percent a year earlier.

The company says the shift is part of a broader strategy to attract “more mature” users who are willing to spend more on virtual items and experiences. Roblox’s Q4 earnings showed a 12 percent increase in revenue year‑over‑year, driven largely by higher average spend per paying user (ARPPU) among the adult demographic.

Initiatives Targeting Adult Users

• Expanded content moderation tools to ensure a safer environment for older players.
• New creator incentives that reward developers who build experiences appealing to adults, such as virtual concerts, fitness classes, and professional networking events.
• Partnerships with brands targeting older demographics, including collaborations with fashion labels and tech companies.

User Metrics

• Overall daily active user (DAU) count remains stable at around 58 million.
• The proportion of “high‑value” users—those who spend more than $100 per month—has risen to 8 percent from 5 percent the previous year.

Executive Commentary

Roblox’s CEO, David Baszucki, emphasized that the platform’s long‑term health depends on diversifying its user base beyond its traditional younger audience:

“We’re building a space where anyone, regardless of age, can create, explore, and monetize their ideas.”

Analyst Perspective

Analysts view the move as a calculated risk. While attracting older users could boost revenue, it also raises concerns about maintaining the platform’s family‑friendly reputation. Roblox plans to continue refining its age‑verification system and will roll out additional safety features throughout 2025.