Roblox players bought over 2 billion virtual clothing items last year and spend about $1bn a year on virtual clothes. The average shopper in our branded stores spends $120 on their avatar. A brand keeps about 10 cents of each dollar a player spends, so the return is brand adoption, not Robux.
What players spend. Every Roblox player has one avatar that they wear across every game, and they customise it from millions of free and paid items. Roblox reports over 2 billion virtual clothing items bought in a year. Across the shoppers who buy through our retail technology, the average spend on avatar customisation is $120.
What a brand keeps. Virtual items are bought with Robux. $10 buys 800 Robux. When a brand cashes Robux out, it receives about 10 cents for each dollar a player spent, with Roblox keeping the rest. Earning $1,000 that way takes about 13,000 items sold. We say this plainly to every client: cashing out is not a meaningful revenue stream.
Where the value is. adidas sold $5m of avatar apparel in 12 months, and 70% of the players who bought adidas items in Roblox were more likely to buy the real product. Its Diamond Chain sold for 2 million Robux, about $25,000, almost instantly. The money that matters is spent in the real world by a player who adopted the brand in the game.
Robux are better spent than cashed out. We use Robux earned from paid items to mint limited free items that cannot be bought. A shopper who buys two items from a branded store chooses a free one as a thank-you. Minting one costs 100 Robux, about 35 cents at cash-out value, and the offer produces 50% more purchases per customer.
Repeat buyers carry the store. 10% of Roblox customers are repeat buyers, and they account for over 25% of monthly revenue. Roblox's community features, which notify followers about drops, are built to grow that segment.