SAN MATEO, Calif. — At first, the messages seemed normal. Innocent, even.
“Hi,” “How are u?” And then: “Do you want to make Robux?”
To millions of kids who play Roblox every day, those words might seem irresistible, and the same was true for Amie’s then-13-year-old daughter.
Roblox has nearly 83 million daily active users, and 42% of its global player base is under the age of 13, meaning there are approximately 34.9 million children playing daily. Created in 2006, the online platform now hosts more than 40 million games, known as “experiences.” Robux, its in-game currency, powers these virtual realities, and players use this in-game cash to purchase new avatars and accessories, or to get premium in-game features in popular games like Grow a Garden or Dress to Impress.
Amie’s daughter struggled to make friends at school. When she asked her mom if she could download Roblox, Amie hesitated. She worried about too much screen time and didn’t see value in the games. But eventually, she gave in. After all, the rest of the kids in their neighborhood were already on it.
