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Gaming site Roblox dominates comScore Kids Category

New numbers from comScore are speaking volumes about kids' growing penchant for customizable digital play. User-generated gaming site Roblox has become the number-one destination for kids in the US in terms of daily visitors, total minutes, total page views and average visits.
January 23, 2013

New numbers from comScore are speaking volumes about kids’ growing penchant for customizable digital play. User-generated gaming site Roblox has become the number-one destination for kids in the US in terms of daily visitors, total minutes, total page views and average visits.

The user-generated MMO, which allows its users to architect and share gaming worlds, experienced exponential growth in 2012, with players spending more than 176.3 million hours in game play – a 50% increase over 2011. Total page views for the website topped 13.3 billion, marking a 37% increase from 2011.

In terms of marketing, a full 86% of new Roblox users in 2012 came through word of mouth.

The Roblox marketplace, heavily comprised of eight-to 16-year olds, also captures kids’ desire to build and share digital assets. In-game items such as shirts and pants are traded to other members using a virtual currency – known as Robux. In 2012, more than 17.6 billion Robux were exchanged among users, which is equivalent to roughly US$176 million, a number that has increased by 150% since 2011.

The numbers speak to the growing influence of user-created content for both desktop and mobile devices (Roblox released a mobile app for iOS devices in July 2012).

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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