Roblox Grows Up: What a Maturing, IP-Driven Audience Means for Traditional Game Publishers

Roblox was the most-played game on PC and console by hours in the first half of 2026, and its audience is growing up. This free report from Newzoo, developed in partnership with GEEIQ, looks at what that maturing, IP-driven audience means for traditional game publishers.

It brings together Newzoo's player and engagement data with GEEIQ's tracking of brand activations on Roblox since 2021, and shows which formats have worked, which publishers have already moved, and where the opening is.

Foreword by Charles Hambro, CEO & Co-founder, GEEIQ: "Brands have spent five years testing Roblox. Publishers can use the results."