![]() ![]() ![]() Many spend Robux-an in-platform currency you can acquire with actual dollars-on experiences as well as on digital wares to individualize their avatars or hangout spaces. The studio realized the Roblox audience is engaged with the platform because it’s giving them what they want.Īnd that audience is not to be taken lightly: 54.1 million average daily active users spent a combined 11.8 billion hours on the platform in the first quarter of 2022. The young Roblox audience, however, preferred a bit of hand-holding, with clear directives and activities. At the same time, the Gang’s game was complex, leaving a lot up to users to figure out. But lots of tween Roblox users were really on the platform to hang out with each other, almost like it was a social network turns out there’s a lot of free-form loitering in the metaverse. ![]() “Nobody liked our game.” The Gang Sweden learned the hard way that Roblox was something singular.įor starters, their game was heavily goal- and competition-oriented-you know, like a game. “We thought we were going to do really, really well,” Holmström recalls, “because the competition was really low.” It sounded like an opportunity for an easy win: Members of Holmström’s team had loads of experience with so-called AAA games-some had worked on mainstream blockbusters like Return to Castle Wolfenstein and Warhammer: Vermintide-while much of what was happening on Roblox was built by the platform’s own community. ![]()
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