Roblox is taking significant steps to enhance its platform and empower creators with new features and revenue opportunities. At the recent Roblox Developers Conference, the company unveiled a suite of user-centric updates designed to drive user engagement and revenue growth.
One key area of focus is supporting creators. Roblox is introducing a ‘Price Optimization’ tool that will use data to determine optimal pricing strategies for in-game items. Additionally, the platform will experiment with regional pricing to cater to different markets. Creators can also now sell physical merchandise directly within their experiences, expanding monetization opportunities beyond virtual goods. For instance, the Beetlejuice Beetlejuice collaboration previously allowed users to purchase digital tickets through Fandango, now, creators can offer physical merchandise as well.
Furthermore, Roblox is launching a new affiliate program that incentivizes creators to attract new users. Creators can generate unique links, and when a new user signs up using that link, they earn a share of the new user’s spending. This is coupled with a revised revenue share structure that can provide creators with up to 70% of revenue for experiences priced at $50 or more.
To enhance user communication and interaction, Roblox is introducing the ‘Party’ system. This feature allows users aged nine and older to communicate with friends via text chat, while those 13 and older can engage in voice chat. Party is expected to be fully available by the end of 2024, with text chat launching first. This new communication system will integrate seamlessly with experiences, allowing friends to join together and participate in the same gameplay. Roblox also plans to provide an API that empowers developers to further customize and integrate Party into their creations.
In addition, Roblox is rebranding its ‘Groups’ feature to ‘Communities,’ aiming to foster deeper connections among players. Communities will offer forums for more in-depth discussions, expanding upon the capabilities of the previous Groups system.
These new features are part of Roblox’s overarching strategy to expand its user base and solidify its position as a leading gaming platform. The company aims to achieve 300 million daily active users and secure 10% of all gaming revenue flowing through its ecosystem. As of June, Roblox reported 79.5 million active daily users, demonstrating its continued growth and commitment to its ambitious goals.
