Dubit's Virtual Merch team makes and sells avatar clothes and accessories on Roblox, and Dubit sold over 8 million avatar items in 2024. Its AI-driven production pipeline generates hundreds of avatar accessories every week. We offer brands three services: creating the items, developing the Roblox experience that sells them, and building the brand's community.
Creating the items, which is user-generated content (UGC) on Roblox, rests on strategy, on data about trends and on the AI pipeline that scales production. Among what that pipeline has made are more than 300 hairstyles and a virtual makeup range called Get Glam. On the experience side we audit the brand's Roblox experience, improve its gameplay, run drop events and take the brand into partner games with campaigns. Building the community means ranks and perks for members, community events, campaigns that cross communities and TikTok content.
Design starts from data. In 2024 we developed Data-driven Fashion, which uses AI to map fashion trends and create digital apparel. One real-world fashion brand launched its range on Roblox to 6 to 25 year olds. For it we ran a data scraper across Roblox to surface popular items and trends, and used AI to generate design suggestions. The brand's team and ours then chose which items to create and which shops to distribute them across. Sales data from those items directed future trends. For the same brand we designed and launched its Roblox store and apparel, with an Outfit Creator. Alongside collaborations that included popular UGC creators, the brand sold millions of items in its first year. What young people want from virtual fashion is on how young people shop for clothes.
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. A 2% hit rate is treated as the minimum worth investing in. Sales follow the hits: 90% of a brand's UGC revenue on Roblox typically comes from its top 10% of items.
A star item generates roughly 100x the revenue of an average one. Success depends on finding those star items.
How long does a Roblox avatar item take to reach peak sales?
Normalised by creation week, most Roblox avatar items reach peak revenue around weeks 5 to 6 after creation and then settle into a stable range. Individual items are highly volatile, with spikes, troughs and seasonal noise, but a portfolio of items balances this out into predictable aggregate revenue.
Dubit tracks early signs of hits, which typically take 5 weeks from creation to become a hit. For a potential hit it rapidly produces variations, such as new textures and colourways, and backs them with additional marketing support.
How many hit items does a brand need for stable Roblox revenue?
Dubit's modelling puts the sweet spot for stable, scalable revenue from a Roblox avatar-apparel portfolio at 10 hit items. Dubit ran 500 simulations for each portfolio size from 1 to 100 hit items. After 11 hit items, 95% of the simulated outcomes show no more than a 100 Robux a week decline in weekly revenue.
Revenue volatility, measured as the coefficient of variation, drops below a 0.2 threshold after about 9 hit items. Large week-over-week revenue drops, of more than 15%, become rare after 3 items. Median weekly revenue per item stabilises around 10 to 15 items, with diminishing returns beyond that.
How many virtual items a month should a brand publish on Roblox?
Dubit's own virtual merch brands produce 60 items a month. An analysis of 20,000 Roblox avatar-apparel items puts the peak for revenue and margin at around 80 items a week. Beyond that, hit rates and profitability drop sharply. Brands publishing 1 to 10 items a week often achieve high hit rates, but not the volume for meaningful revenue.
Selling virtual merch at scale takes a 1 to 2 year commitment. It also needs a brand willing to allow a lot of flexibility in how it is used.
