Roblox’s growing Creator Economy

Until recently, if you wanted to sell UGC / Cosmetic items on the Roblox Marketplace, you had to join an invite-only program. However, in April 2024, Roblox opened up the Marketplace to almost all creators on the platform. So, what was the impact of the past few months on the marketplace and the creator economy?

Since opening up creation in April, the creator community has made 22% more 3D avatar items. More than 4,800 new creators have joined and continued to be part of the Roblox community, and those newcomers made up 35% of total creator earnings in June. Creators are creating more avatar items than ever!

The number of creators earning 50,000 Robux a month (650 USD) increased by 85% in June compared to last year, and total monthly creator earnings have increased 61% year over year. Over 7,500 of the 5.5 million U.S. creators monetizing on Roblox in the past year alone earned more than $650/month. So, a reality check, that also leaves many creators for whom it's more of a hobby than an extra paycheck.
It’s not only new creators who are benefiting. The original creator community has seen its total earnings growth accelerate from 30% year over year in March to 50% in June.

However, as the platform grows, the competition for creators also grows. To succeed, it's important to create a community around your creations and ensure you can stand out from the thousands of other items.

Meanwhile, Roblox kept investing in new features so that creators could build a business on the platform by selling their creations. They also confirmed more updates, such as the ability to create bundled packs of clothing pieces! I look forward to seeing how the UGC economy will further mature and impact the retention of the Roblox user base.