PARIS (AFP) – With its Lego-like avatars and easy-to-learn coding for budding programmers, the online gaming app Roblox has cornered the market in younger gamers, with 80 million monthly users, many of them under 16.
Now the platform, which has already taken the United States (US) by storm, is setting its sights on Europe and Asia to become a global giant.
Kids log on to the mobile app after school to guide their avatars through obstacle courses full of pitfalls, escape from jail, dive into a treasure hunt or even to build their own adventure park.
None of it is very original, content-wise, and its simplistic, blocky style cannot compete with the lush aesthetics of the big studios’ games, but its 3D user-generated games are aimed at younger players, and at teaching them coding skills for the future.
“It’s not a game, it’s a platform for creativity and play,” said Head of Roblox International Chris Misner.
“We provide tools and support for people to build what their imagination wants. The only limit is their imagination.”
The company does not release much user data, but claims to have 80 million active players per month in more than 30 countries. Most of the players are aged nine to 12, while content creators tend to be 16 and over.
Misner told AFP the company spends almost nothing on advertising – word of mouth has been enough to make it one of the most popular entertainment platforms among six-12 year-olds, according to Comscore.
“We have positive cash-flow,” said Misner.
“It is not the first ‘meta game’ to allow users to engage in world-building, but it’s certainly the first to have done so well,” said Laurent Michaud, of the online think tank Idate.
While it is free to play, Roblox makes its money from users buying up units of its virtual currency, ‘Robux’, to personalise their avatars or buy kit that helps them advance through the game.
The best developers can make money off it too. Alex Balfanz, a 19-year-old American, created several games before striking gold with his game Jailbreak in April 2017, which according to US media racked up over USD1 million in a year. But most of the 56 million games available on the app do not enjoy that level of success.
“Last year I was playing ‘Blocks bird’ with some friends. You have to get a job, you build houses and go to your friends’ houses for parties,” said Edouard Chatelain-Moor, 11, who lives in the US capital Washington.
“I don’t play that often now,” he said. “There are some good games, but you get tired of them after a while because updates are rare.”