This is great for Roblox, which benefits from what games scholar Julian Kucklich calls the “ precarious playbour” of the creators. While most games can quickly go in and out of fashion, Roblox’s community of developers will keep pumping out fresh content. Roblox’s optimistic market valuation is based on the sheer number of creators developing on its platform: as many as 20 million a year. According to Roblox, there were more than 300 creators who earned over US$100,000 in 2020. Some creators earn as much as US$50,000 per month. Last year, rapper Lil Nas X used the Roblox platform to host a virtual concert which attracted more than 30 million visitors. In 2020, Roblox paid out US$328.7 million this way. Roblox has an embedded system for making small purchases within the platform, and creators receive 30% of the revenue. This user-created content can then be played by other players. Using Roblox Studio, anyone can create virtual worlds and games that can then be easily released on the Roblox platform, instantly becoming available to millions of players. Roblox is ultimately a playground for designing games. What is the reason for this success? Not just a game, but a game design playground For comparison, the popular and widely discussed game Fortnite has only around 25 million active daily users. In 2020, Roblox had 32.6 million daily active users, playing for an average of 2.6 hours per day across PCs, gaming consoles and mobile devices.

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