Over the last decade, Dean has amassed a healthy collection of video games, from smash hits to cult classics. His digital library is like a modern day Blockbuster, all readily accessible with just a click or two. But his son, Sam, has eyes for only one video game: Roblox, the behemoth virtual universe-slash-video game that’s among the most popular on the planet.
The company reports that more than 97 million people log on to Roblox every day. Around 40% of those are, like Sam, under 13 years of age. In 2024, Roblox generated around A$5.6bn (US$3.6bn) in revenue, largely through purchases of “Robux”, its virtual currency, with the average user dropping around A$25 per month.
