Roblox Wants To Advertise To Gamers Ages 13 and Up in the Metaverse

Roblox, the platform with metaverse ambitions that targets tweens, is introducing a host of new features aimed at making its experiences more age-appropriate and profitable for the company. From a report: In coming weeks, Roblox will introduce age guidelines for individual experiences or games, chief product officer Manuel Bronstein said, helping its 52 million daily users better navigate the games hosted on the site. The games will be marked as either appropriate for all ages, suitable for those nine and older and those 13-and-older. "Our platform is aging up now," said Roblox chief product officer Manuel Bronstein. "More than 50% of our users are 13 plus, and our fastest growing demographic is 17 to 24. So it makes sense for people to have control over what experiences they're going to access." Roblox's platform comprises user-generated games, many created by children and teens, some of whom have made millions of dollars for themselves. The company declined to share exact percentages of how many users are under the age of 13. Last year, it said 54% were under the age of 13. Roblox notes that about 90% of the developers of its top 1,000 games by earnings are above the age of 18. The platform has over 12 million game developers. All ages content could contain infrequent mild violence or light unrealistic blood, according to the company, while the gated content for 13 and above could feature moderate violence and light realistic blood. Roblox says it doesn't allow romantic or sexual content on its platform.

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