Yoga-wear maker Alo's Roblox experience is peaceful, not action-packed. [Image: courtesy of Roblox]
Roblox, a 3D playground game, has been attracting an older audience, and brands are taking notice.
Roblox's
aspirations go beyond entertaining and educating small children with
the long-term mission of bringing 1 billion people together.
- The Alo Sanctuary, a virtual yoga studio within Roblox, has been visited over 70 million times.
- Its
fastest-growing age group is 17 to 24 years old, a demographic that
grew by 33% year over year and now accounts for 22% of all users.
- 55% of its users are older than 13.
- The
company's revenue comes from its virtual economy, based on Robux, the
digital currency users purchase to pay for gameplay experiences,
clothing, accessories, moves, and expressions.
- Older players
can spend Robux more freely than younger ones, opening up revenue
streams such as upcoming "immersive ads" that will envelop players in
marketing messages.
- Many users are creating their own experiences on Roblox, with over 30 million experiences created so far.
