Questions brands ask us
Straight answers from our own work, with the numbers. One question per page.
Attitudes to gaming and learning
Why do children say they play video games?
For fun, above all. Dubit asked US parents and young people, in their own words, why they or their child like to play video games.
What worries families about children gaming?
Moderation and parental control is a concern for 13% of US parents and young people asked whether games are good or bad for you, and why.[^good] Another 11% raised screen time and health concerns, and 4.2% addiction and compulsive use.
Does what families think of gaming change as the child gets older?
Opinion warms with age, as the "good" or "very good" rating climbs to 60 to 69% among 7 to 18 year olds, up from 39 to 50% for children aged 1 to 6.[^age]
Do children learn anything from video games?
Asked whether video games are good or bad for you, and why, 16% of US parents and young people credited games with cognitive and skill development.
Do parents think video games are good for children?
For the youngest children, only 39 to 50% of US parents rate video games as "good", on a 10-point scale asking "Are video games good for you?".
Children and AI
How many children use AI tools like ChatGPT?
Dubit asked parents in seven countries which AI tools their child uses.
Which AI tools do children actually use?
ChatGPT first and Gemini second. Across the seven countries, 44.7% of 1 to 18 year olds use ChatGPT and 32.5% use Gemini.
Which countries' children use AI the most?
Of Germany, India, Japan, South Korea, the UK and the US, India and South Korea have the fewest young people using no AI tool in Dubit's survey.
Do parents trust AI with their children's education?
US parents are split, and UK parents lean against it.
At what age do children start using AI?
In Dubit's survey, US parents report AI use from the youngest band, 1 to 3, and more of it in each band up to 10 to 12.
The devices children own, and what they use them for
View theme (2)Is children's device ownership growing, and which device fastest?
Yes. Dubit tracked children's personal device ownership in the US from Q4 2024 to Q2 2026, and the games console gained the most percentage points.
What do children actually use their devices for?
Games and video, level with each other. Dubit asked US parents what their child's devices are used for, in their own words.
What devices do children use at school?
Computers, most of all: in Dubit's US survey, 45% of respondents report their child using a computer or laptop at school.[^school] A tablet is reported by 28%, a smartphone by 25% and a smartboard by 13%.
What devices do children own?
Tablets for the youngest, then smartphones, consoles and computers as children get older: in Dubit's Q2 2026 US survey, 64% of 4 to 6 year olds and 62% of 7 to 9 year olds own a tablet.[^own] Tablet ownership falls to 43% by 16 to 18.
At what age does a child get their own smartphone?
Most have one by 10 to 12: in Dubit's Q2 2026 US survey, 66% of 10 to 12 year olds own a smartphone, up from 44% at 7 to 9.[^own] The share climbs at every age band.
Children’s TV and broadcaster audiences
View theme (2)Is awareness of the UK broadcasters among children rising or falling?
Rising. In Dubit's tracking of young people in Great Britain aged from toddlers to late teens, every UK broadcaster brand was better known in Q2 2026 than in the survey's previous round.
How often do children actually watch the broadcasters?
Far less often than YouTube: among young people in Great Britain aware of each brand, 59.6% use YouTube every day and 13.4% BBC One.[^2] Sky/Sky Sports is used daily by 16%, CBeebies by 10.2%, ITV by 9.4%, CBBC by 6.8% and Channel 4 by 2.7%.
Which TV and video brands do children actually know?
Of the TV and streaming brands Dubit's Q2 2026 broadcaster-awareness tracking prompted, Netflix and Disney+ are the best known among young people in Great Britain.
Do boys and girls know different TV brands?
Yes, by degree. Girls score higher on recognition for almost every brand, but boys know Sky/Sky Sports better: 48.8% of boys against 43.9% of girls.[^gender] Among boys, BBC One is on 46.4% against Sky/Sky Sports' 48.8%, a gap not tested for significance.
Which video brand would a child keep if they could keep only one?
YouTube. Dubit's Q2 2026 tracking asked young people in Great Britain to name the one video brand they would keep.
At what age do children start recognising channel brands?
During the school years. Among under-fours, for whom a parent answers, BBC One is known by 5.4% and ITV by 4.9%.
Children’s wellbeing health education products
Who builds apps for children's mental health and wellbeing?
Dubit designs, builds and researches apps for children's emotional wellbeing and health.
Who has built digital tools with the NHS for children?
Dubit built a mixed-reality play kit for the NHS to help children prepare for an MRI scan without a general anaesthetic.
How do you prepare a child for an MRI scan without anaesthetic?
Dubit's answer, in the MRI play kit it built for the NHS, was to let the child rehearse the scan through play before the appointment.
Does a children's wellbeing app actually change clinical outcomes?
In the Embers the Dragon programme, 75% of families scored above clinical thresholds for concern around parental anxiety and child resilience before using it.
Has an app measurably increased children's physical activity?
Dubit reports that children using Bestlife increased their physical activity by an average of 70 minutes per week.
Faith communities on Roblox
Are there churches and faith communities on Roblox, and how big are they?
Yes. Dubit's research into faith on Roblox, with figures as of March 2026, found faith communities of up to 661,000 members.
Do players rate faith experiences on Roblox well?
Six of the experiences in Dubit's research carry Roblox thumbs-up ratings, as of March 2026. "Community Church", run by Christians of Robloxia, has a 94% thumbs-up rating.
What do players actually do in a Roblox faith experience?
Depending on the experience, players queue for Heaven, role-play as a priest, complete quests through biblical scenes or attend services.
What is the most-played faith experience on Roblox?
By visits, the most-played faith experience in Dubit's March 2026 research is "Heaven Line", with 42.5m.
Fortnite and cross platform
Kids apps games and virtual worlds
Who builds mobile apps and games for children's TV and toy brands?
Dubit's digital team designs and builds apps, games and virtual worlds for children's TV, toy and education brands.
Has a children's app built by an agency won an award or topped a store chart?
Yes. LEGO DUPLO Street, which Dubit designed, won an Editors' Choice Award.
Can a physical toy be connected to a digital or VR experience?
Yes. Dubit created a VR app for K'NEX Thrill Rides construction toys, and every set came with a cardboard VR viewer.
How do you design a game for pre-schoolers?
Limiting failure states is best practice in games for pre-schoolers: it encourages exploration, puts action ahead of completion and guides players who may need help.
Building original branded games on Roblox
View theme (4)What genre should my brand's Roblox game be?
Dubit's advice is to build a brand's Roblox game in a genre players already know, with a unique hook or twist to grab their attention.
Why do most branded Roblox games fail to retain players?
A new player who is not won over within seconds leaves, because on Roblox there is zero friction to join or to leave.
How do you know whether a Roblox game concept will work before building it?
Dubit tests a concept with real players in four phases before it becomes a full game.
What live-ops does a Roblox game need after launch?
Dubit outlines a series of content updates for a Roblox game's first year while the game is being designed.
Which branded Roblox games have actually lasted more than a year?
Sunsilk Hair Care Lab, the tycoon game Dubit built for Unilever, is one.
How do you monetise a Roblox game?
Dubit groups the ways a Roblox game earns money into gameplay content, virtual merch, real-world branded merch, sponsor integrations and Premium Payouts.
What makes a new Roblox game take off?
In Dubit's design philosophy, a new Roblox game has about 30 seconds to win a player over.
Who builds Roblox games for brands?
Dubit builds original Roblox games for brands, from multiplayer adventures to social sandbox worlds.
How many plays can a branded Roblox game get without paid marketing?
One branded game we built has had over 90m plays with zero marketing spend after launch.
Should a brand build its own Roblox game or appear in existing ones?
Dubit's advice is to start inside existing popular games, and to build a game of the brand's own for deeper, longer-term engagement.
Research with children, teens and families
View theme (3)Where do 8 to 18 year olds actually shop for clothes?
In interviews reported in April 2025, Dubit asked 47 young people aged 8 to 18, half of them Roblox players, where they buy their clothes.
What do children want from virtual fashion?
The 47 young people Dubit interviewed wanted virtual fashion to mix all the parts of their lives: sports, hobbies, favourite TV shows and videos, influencers and real-world brands.
Which agency runs research with children and families?
Dubit does. For more than 25 years Dubit has researched young people and families for global brands and startups, and it surveys 16,000 young people a year.
Can you run research with children online rather than in a room?
Yes. Dubit's researchers run depth interviews online in Clickroom, a research tool Dubit built, and with older children and teens they run focus groups there too.
How many young people does Dubit survey a year?
Dubit surveys 16,000 young people a year.
How does Dubit actually survey children - who answers, and from what age?
Dubit Trends invites 2 to 18 year olds to take part through their parents, in an online survey.
Can you test a children's TV show or app with children before it launches?
Yes. Dubit tests children's TV shows, apps, games and toys with children in its own PlayLab.
Roblox audience data and media planning
View theme (3)How many Roblox players are in the UK, USA or Western Europe?
Roblox reports daily active users (DAUs) by region only, so it gives no figure for the UK, the USA or Western Europe alone.
Can you target a Roblox campaign by country, age or gender?
Yes, by all three. Dubit chooses the popular Roblox games a brand appears in by matching them to its audience, by country, genre, gender, age and past performance.
Which Roblox games have a female-skewing audience?
In Dubit's March 2026 game profiles, 55% of the 7 million monthly active users of Teamwork Puzzles 2 are female.
How do you choose which Roblox games to advertise in?
Dubit chooses Roblox games for a brand the way a media buyer chooses placements.
How much does the audience vary between Roblox games?
In the 100 partner games in Dubit's media-planning model, audiences range from 90% male to 85% female, and the share of players over 13 runs from roughly 70% down to under 30%, depending on the game.
Which Roblox genres get the most plays?
Simulation games get the most plays on Roblox.
Roblox brand communities
What is a Roblox Community and what can a brand do with one?
A Roblox Community is a group players opt in to join, which Dubit likens to a brand's page on Facebook or Instagram.
How do you get Roblox players to join a brand's community?
Dubit invites players to join from inside the brand's game, and gives members something other players cannot get.
Can a brand send notifications to Roblox players after a campaign ends?
Yes, to the players who joined its Roblox Community.
How big can a brand's Roblox community realistically get?
Sunsilk's Roblox community has over 400,000 members, and L'Oréal Paris's has 170,000, both built around games Dubit made.
Roblox concerts, music events and experiential brand storytelling
How many people attend a Roblox concert?
Yes. Dubit's NCT 127 concert on Roblox, in January 2023, drew 4.5 million attendees with an 85% approval rating.
Who builds Roblox concerts and music experiences?
Dubit builds them; our music work includes the NCT 127 concert, the Samsung x Charli XCX finale and Mastercard's Grammy Week experience for the 2022 Grammy Awards.
Has a Roblox experience ever won or been nominated for an award?
The Samsung x Charli XCX finale was nominated for the first Metaverse MTV Video Music Award.
Multi-game brand integrations
Which agency can put my brand inside several popular Roblox games at once?
Dubit places a brand inside several popular Roblox games at once, then measures what came back.
How long does a Roblox brand integration campaign run for?
A campaign inside existing popular Roblox games typically runs for four to eight weeks, and Dubit can set one up in one to two months.
What is a realistic engagement time per player in a Roblox brand integration?
Dubit's brand integrations drive from under a minute of engagement per player to 10 minutes or more.
How many players can a Roblox multi-game brand campaign actually reach?
Dubit's reach model scales with the number of partner games a campaign runs in.
Does a Roblox brand campaign work for a coffee chain or QSR?
Yes. Dubit's Starbucks campaign in APAC returned 80,000 coupons redeemed in the Starbucks app, each a discount code unlocked in the game.
Roblox platform economics and market intelligence
View theme (3)How many people use Roblox?
Roblox reports 123 million daily active users (DAUs) in the second quarter of 2026, up 10% year over year.
How much do Roblox developers earn?
In its post "The Global Impact of Creation on Roblox" of 3 September 2026, Roblox reports its creators earned over $1.5 billion in 2025, surpassing 2024's total of $923 million.
Is Roblox just for young children?
No. Roblox reports that in Q2 2026, 35% of users who have age-checked were under 13, 38% were 13 to 17 and 27% 18 and over.
Turning Roblox players into real-world customers
Can a Roblox campaign drive people into physical shops?
Yes. Dubit's Superdrug campaign targeted only high-value Roblox players, those identified as more likely to convert into in-store customers, and produced more than 15,000 store visits in the UK in four weeks.
Does on-pack QR-code redemption into a game work?
Yes, for Lunchables. Dubit's Lunchables campaign put a Roblox QR code on the packs, and packs carrying it outsold packs without it by 22%.
Can you sell physical products inside Roblox?
Yes. Dubit has built Shopify and Amazon integrations that sell real-world products inside Roblox, for adidas and L'Oréal.
How do you attribute real-world sales back to a Roblox campaign?
Dubit's Reward Platform verifies what players do off Roblox as well as on it, through Roblox single sign-on, reward links and a tracking SDK.
Who has integrated Shopify or Amazon checkout into a Roblox experience?
Dubit has, for adidas with Shopify and for Maybelline with Amazon.
Sport fan engagement
Which agency builds Roblox and app experiences for sports governing bodies?
Dubit built the Dynamos Cricket app for the England and Wales Cricket Board (ECB).
Does a Roblox game make young people care about a sport, or only about the brand?
A branded game can build awareness and even affection for a league's logo or vibe, but not for the sporting content that defines the league.
How many people can a cricket activation on Roblox reach?
Dubit's Fan Zone for the ICC Men's Cricket World Cup 2023 reached 220m players.
How teenagers use the five big social platforms
View theme (2)At what age do children start using social media features?
Dubit found that age 12 is the year social features unlock.
How is TikTok different from YouTube for young people?
Young people use TikTok to follow people they know and YouTube to follow what they watch.
Does a parent distrusting TikTok stop a teenager using it?
Mostly it stops them starting. Among 13 to 15 year olds whose parents distrust TikTok, 29.0% have never used it, against 1.7% of those whose parents trust it.[^parents] Daily use is still common: 47.1% of the 13 to 15 year olds with distrusting parents use TikTok every day, against 74.9% of those with trusting parents.
How many platforms does a teenager use, and does using more mean posting more?
At 13 to 15, 45.7% use three or more platforms every day, up from 29.8% at 10 to 12.[^platforms] Using more means posting more only up to three: 11.5% of single-platform users create content, rising to 23.7% of those on three platforms and falling to 14.7% of those on four.
How do young people share content with each other?
Mostly face to face: across the study's full sample of 3,009, 48.2% share content in person and 33.7% share it digitally.[^share] That breaks down into 30.0% who share only face to face, 15.5% who share only digitally and 18.2% who do both.
Virtual apparel and avatar commerce
View theme (2)Who can design and sell branded avatar clothing on Roblox for my brand?
Dubit's Virtual Merch team makes and sells avatar clothes and accessories on Roblox, and Dubit sold over 8 million avatar items in 2024.
How many virtual items a month should a brand publish on Roblox?
Dubit's own virtual merch brands produce 60 items a month.
What percentage of Roblox UGC items become hits?
In an analysis of 20,000 Roblox avatar-apparel items, the most successful brands rarely exceed a 9% hit rate.
How much money can a brand actually make selling virtual clothes on Roblox?
Dubit's retail technology sold over 8 million avatar items in 2024, and the average shopper spent $120 customising their avatar.
Who are the highest-spending Roblox shoppers and how much do they buy?
Of a brand's Roblox virtual-merch customers, 10% are repeat buyers, and that group represents over 25% of monthly revenue.
What did the most expensive item ever sold on Roblox sell for?
The adidas x WhoseTrade Diamond Chain sold for 2 million Robux, about $25,000, the most expensive user-generated limited item in Roblox history.
What is wear time, and how long do players wear branded avatar items?
Wear time is the number of hours players spend wearing a branded avatar item.
YouTube Playables catalogue
How many plays does a YouTube Playables game get?
A typical YouTube Playables game had about 290,000 plays on 23 September 2026.
Is there a gap in the YouTube Playables catalogue worth building for?
Dubit's tracker can show where plays went against how many games each genre has, and it cannot show demand going unmet.
How many games are on YouTube Playables, and which genre is the biggest?
On 23 September 2026 Dubit's tracker counted 1,669 live YouTube Playables games, and Brain & Puzzle was the biggest genre by games and plays.