Report explores how Roblox can maintain older players as it becomes most

Roblox generated 4.05 billion hours of playtime across PC and console in H1 2026, making it the most-played game by total hours.

Data from Newzoo and GEEIQ shows that Roblox has attracted a valuable cohort of players over 16, with 80% spending money on games in the past six months compared to 59% of non-Roblox players.

A joint report from both firms examines Roblox’s maturing audience, how it can maintain it, and the implications for traditional game publishers.

Newzoo market analyst Tianyi Gu said the combined data shows that Roblox’s maturing audience “differs from traditional PC and console audiences” and is “particularly driven by entertainment IP.”

GEEIQ reports that Roblox averages 14 million concurrent users across 6.7 million active experiences, with 7 million in the top 50 experiences.

When looking at visits since January 1, 2026, these experiences are “dominated by long-running live-service titles rather than new launches.”

The report found that most lapsed Roblox players move to other live-service titles like Fortnite and Minecraft, while 30% prefer realistic shooters such as Call of Duty and Grand Theft Auto Online, which “signals a latent demand for AAA-style action.”

To retain its maturing audience, Roblox is investing in improved graphics and age verification. Roblox Reality, an AI-driven upscaler, is expected to convert titles to photorealistic graphics, with an early version planned for release later this year or in early 2027.

Regarding age verification, Roblox’s Q2 results reflected the short-term costs of implementation, including lower-than-expected average bookings per daily active user under 13, as the company prioritises long-term retention over short-term monetisation.

GEEIQ also analyzed 553 media and entertainment activations on Roblox and found only 15 video game industry activations from 10 brands since 2021.

Of those 15, Ubisoft accounted for five, four of which were integrated into existing Roblox experiences.

In contrast, Gamefam developed and published Sonic Speed Simulator using Roblox Studio. Since its 2022 release, it has become Roblox’s largest branded launch and the first branded game to surpass one billion visits in 2024.

Overall, the report surmised that “Ubisoft relied on fast, repeated integrations and Sega on a four-year owned-world commitment; the other eight built a world once and largely stopped there.”

“Taken together, none of this means Roblox is coming for AAA’s audience next quarter,” the report said. “The overlap data is clear that it isn’t, yet.”

“But the audience is real, it is ageing, and the brands testing it now are running the closest thing to a live experiment on what this generation responds to. That is worth watching closely, even for those with no plans to build on Roblox themselves.”