Why Roblox is a HUGE untapped opportunity | Starter Story

Roblox is not a game. It is a platform where 400 million people show up every month, and the kids who use it spend twice as much time there as they do on TikTok. Half the time those kids are on TikTok, they are using it to find their next Roblox game to play. That is the scale of the opportunity that most brands and creators are still ignoring.

The scale is almost unfathomable

One in two kids under 16 in the United States plays Roblox every single day. Globally, that adds up to 400 million monthly active users—unique people, not just accounts. The engagement is what makes the number staggering. Kids spend more than double the time on Roblox that they spend on TikTok. And when they are on TikTok, a significant portion of that time is spent searching for Roblox content: walkthroughs, reviews, and recommendations for games to try next. Roblox is not competing with other gaming platforms for attention; it is competing with the entire social media ecosystem and winning.

Why brands get it wrong