"According to the company's 2025 Replay report released on December 16, users conduct more than 50 million searches on the platform per day, most of them discovery-led rather than tied to specific games - users are looking for broad themes or activities, such as "roleplay," "horror" or "dance," for example, especially since avatars were given "movement" capabilities. Users also update their avatars an average of 274 million times daily,"
"That growth has broadened the types of brands experimenting on the platform, though most remain in test-and-learn mode. "Our range now is so much greater than just fashion," Stephanie Latham, vp of global brand partnerships at Roblox said, referring to the brands selling digital products on the platform. "You have retailers and auto companies, Sam's Club giving people rotisserie chicken head-shaped and toilet paper-shaped avatars, and more traditional [apparel brands] like Adidas giving you custom soccer jerseys.""
Roblox reaches 151 million daily active users who spend close to three hours a day, projecting more than 88 billion hours of engagement in 2025. Users perform over 50 million daily searches, with most searches discovery-led for broad themes like "roleplay," "horror" and "dance." Avatars now have movement and are updated about 274 million times daily, enabling frequent experimentation with identity, style and self-expression. Among Gen Z, 84% report real-world style inspiration from their avatars and 88% use digital fashion to preview physical purchases. Brand participation now spans fashion, retail, and automotive, often in test-and-learn modes.
Read at Digiday
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