Roblox Introduces Two New Incentive Programs for Creators
Roblox, the globally popular gaming platform, has unveiled two major updates aimed at rewarding content creators who successfully keep users engaged and drive player return. Set to launch on July 24, these new systems are designed to enhance creator earnings by shifting focus toward user retention and platform growth.
Daily Engagement Rewards: Incentivizing Player Time
The first initiative, called Daily Engagement Reward, gives creators five Robux for every “engaged spender” who spends at least 10 minutes per day in their game. While five Robux is roughly equivalent to five cents, the earnings can scale dramatically if thousands or even millions of players are active daily.
To qualify, a creator’s game must be one of the first three experiences a paying user (someone who has spent at least $9.99 in the last 60 days) launches on the platform each day. Roblox’s Chief Product Officer, Manuel Bronstein, explained that the goal is to reward creators who drive regular user engagement, as these games are seen as the main reason users return to the platform.
Bronstein emphasizes that developers don’t need to manipulate gameplay to chase these rewards. His advice is simple: “Keep building great games and experiences—your audience will follow.”
Rewarding Creators for Platform Growth
The second new program focuses on audience expansion. Creators will now earn a 35% revenue share from the first $100 spent by users who either join or return to Roblox through the creator’s influence.
This credit can be triggered in two ways:
- When a user signs up through a creator’s referral link.
- When a user searches for the creator’s name, plays their game, and stays for at least 10 minutes.
This new model replaces the Creator Affiliate Program, aiming to offer higher transparency and better rewards for community builders.
Beyond Virtual: Real-World Sales in Games
Roblox is also expanding monetization opportunities with the upcoming API Commerce tools, allowing developers to sell physical products directly in-game. The feature is being tested with several brands and will roll out first in the United States for users aged 13 and older. Plans are in place to expand to more regions soon.
Roblox Aims to Pay $1 Billion to Creators in 2025
In 2024, Roblox paid out over $922 million to creators. With the introduction of these new reward systems, the company expects to surpass $1 billion in creator payouts this year. By realigning incentives with platform growth and user engagement, Roblox is cementing its ecosystem as one of the most rewarding for developers in the gaming industry.
