Roblox is ready to grow up

In-game Roblox High School. | Image: Roblox

Roblox rode a wave of pandemic-era growth to a seven-fold value increase, an exploding user base, and a wildly popular Lil Nas X concert with tens of millions of attendees. That success largely all came thanks to Roblox's core user base of young and highly engaged players.

Now, those kids are getting older, and Roblox is trying to grow up, too. The all-ages, user-generated gaming platform is announcing plans today to add age guidelines to its games and significantly expand its advertising business as it works to court an older demographic, expand its revenue streams, and still support the needs of its millions of young players.

The changes are a major step in how Roblox thinks of its users and how the company approaches advertising....

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