Why brands are still showing up on Roblox

"Over the past year, Roblox has become harder for brands to ignore - not because it has resolved the challenges of digital commerce, but because of the scale at which younger consumers already use it. The platform now reaches 151 million daily active users who spend close to three hours a day inside its experiences, which will equate to more than 88 billion hours of engagement in 2025."

"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, reflecting how frequently identity, style and self-expression are tested on the platform."

Roblox reaches 151 million daily active users who spend nearly three hours per day, projecting over 88 billion hours of engagement in 2025. Users perform more than 50 million daily searches, primarily discovery-led around broad themes and activities. Avatars gained movement capabilities and are updated approximately 274 million times daily, showing frequent experimentation with identity and style. Gen-Z increasingly links avatar style to real-world clothing: 84% say avatars inspire their real-world style and 88% use digital fashion to preview purchases. Brand participation has expanded beyond apparel to retailers, autos and novel in-game products, often in test-and-learn modes.

Read at Digiday