Yoga-wear maker Alo's Roblox experience is peaceful, not action-packed. [Image: courtesy of Roblox]
Roblox, a 3D playground game, has been attracting an
older audience
, and brands are taking notice.
Roblox's aspirations go beyond entertaining and educating small children with the long-term mission of bringing 1 billion people together.
- The Alo Sanctuary, a virtual yoga studio within Roblox, has been visited over 70 million times.
-
Its fastest-growing age group is 17 to 24 years old, a demographic that grew by 33% year over year and now accounts for 22% of all users.
- 55% of its users are older than 13.
- The company's revenue comes from its virtual economy, based on Robux, the digital currency users purchase to pay for gameplay experiences, clothing, accessories, moves, and expressions.
- Older players can spend Robux more freely than younger ones, opening up revenue streams such as upcoming "immersive ads" that will envelop players in marketing messages.
- Many users are creating their own experiences on Roblox, with over 30 million experiences created so far.
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