4 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.
Dubit's Roblox games tracker reads the public play counter on every game it tracks at the end of each week. It reports which games and genres are growing. In the four weeks to 27 September 2026, Simulation grew fastest of the genres with at least 1% of Roblox plays. Its plays rose 15.0% on the four weeks before, while plays across all genres fell 5.9%.
Roblox reports daily active users (DAUs) by region only, so it gives no figure for the UK, the USA or Western Europe alone. Roblox reports 22 million DAUs in the US and Canada and 26 million in Europe in Q2 2026. Both figures are from its investor-relations data sheet of 30 July 2026. Roblox places each account in a region by the IP address it was first registered from, which may not be where its user plays.
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.