🔥 Roblox just told creators that every brand deal you make inside our walls, we take a cut.
May 4th is when mandatory registration and labelling of brand integrations begins. The revenue share doesn't kick in until January 2027
This isn't the Roblox you remember...👇
144 million DAU, bigger than X's daily active user base
27% of age verified users are over 18
18-34 age group growing 50%+ YoY in the US
May 4th is when mandatory registration and labelling of brand integrations begins. The revenue share doesn’t kick in until January 2027. That’s when Roblox takes a revenue share on ALL brand sponsorships inside games
Previously creators kept 100% of brand deals.
Ex-Activision Blizzard CFO Dennis Durkin just joined the board
They're also paying studios to build on the platform.
The Roblox Incubator program is funding experienced teams to create games that "expand what's possible." Not because they're generous. Because they need better inventory for advertisers.
Mobile advertisers should take note...
The developers building on Roblox aren't teenagers anymore.
They're studio leads in their late 20s, running teams of 100 people, building canonical franchise experiences for major publishers.
Major publishers are now running competitive development processes across multiple Roblox studios simultaneously.
Roblox isn't a kids' platform. It's a 144 million DAU ad network with a development ecosystem attached.
UA Managers 👀