Adults Flock to Roblox as Platform Sees Surge in User Engagement

As part of its efforts to expand beyond its traditional young player base, Roblox is leveraging a combination of user-friendly tools and targeted marketing campaigns to attract adult players. With 45 percent of daily active users having completed an age check as of January 31st, the platform has made significant strides in verifying the identities of its users. Of those who have verified their age, 27 percent fall into the adult category, which is reportedly a more lucrative demographic for Roblox. The company’s 2025 year-end earnings report highlights the growing importance of attracting this older user base. By prioritizing high-fidelity genres and tailored marketing efforts, Roblox aims to not only increase engagement among adults but also capitalize on their spending habits. By targeting this previously underrepresented audience, Roblox is poised to tap into a vast and lucrative market, further solidifying its position as a leading online gaming platform.