Roblox Returns to Using 'Games' as Term on Website

Roblox, the popular online gaming platform, has begun to revert to its original terminology after a brief experiment with “experiences” last year. In 2021, the company made a conscious effort to rebrand its content as “experiences” in an attempt to distance itself from the label of “game,” particularly during a high-profile trial between Epic Games and Apple over app store policies. However, according to Roblox spokesperson Juliet Chaitin-Lefcourt, the decision to use “experiences” was not well-received by certain groups. “Over time, we’ve learned that ’experiences’ isn’t an intuitive term for many parents, older players, and game developers,” she explains. The company has now come to realize that using “games” as a term is more accurate and better reflects its core product. This shift in terminology comes at a time when the definition of a “game” was being redefined in a court case between Epic Games and Apple. Roblox, which operates on the app store’s guidelines, has long navigated this gray area between game developer and platform holder. With the use of “games” once again, the company is signaling its commitment to embracing its identity as a platform that enables user-generated content creation.