2 questions on this subject, answered from our own work, with the numbers.
Dubit chooses Roblox games for a brand the way a media buyer chooses placements. We match each game to the brand's target audience by country, genre, gender split, age and past performance. The brand then goes into several games at once to scale its reach. Across a sample of 100 popular Roblox games in our network, the cost to reach a target demographic can vary by up to 8x.
Simulation games get the most plays on Roblox. Dubit's Roblox games tracker puts 36.7% of all the Roblox plays it counted from 24 August to 20 September 2026 in Simulation. Survival is next, at 14.6%, less than half of Simulation's share. Part of each genre's count is modelled, so both shares are partly estimates. Every game is counted under the genre it has today.