Dubit outlines a series of content updates for a Roblox game's first year while the game is being designed. After launch, we use analytics, player feedback and other tools to find what to improve. We recommend a monthly rolling live-ops budget, so a dedicated team can handle updates in an agile way.
Dubit runs live-ops in two phases. The first works on the signals Roblox's discovery algorithm reads, which decide whether a game reaches tens or hundreds of millions of plays. Content updates come second, once the game is optimised. Our reasoning is that games with strong discovery signals get played millions of times a month without needing heavy content updates. The signals Roblox has published are set out on what makes a new Roblox game take off.
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. Gameplay content is gamepasses, which are one-time permanent upgrades or unlocks, and consumables, temporary boosts players buy again. Virtual merch is clothing and accessories players can wear in any game.
As a game's fanbase and community grow, it can sell branded real-world merch in the game through a Shopify or Amazon integration. How that works is on selling physical products inside Roblox. Sponsor integrations earn from a game you own by offering sponsors reach, engagement and brand affinity. They range from low-investment branded billboards, clothing or items, through sponsored missions or themed events, to full branded takeovers with bespoke mini-games and map changes. Roblox pays Premium Payouts to creators, based on the time Premium subscribers spend in their game.
When a brand's Roblox work is built for revenue, Dubit measures two things. One is in-game revenue from paid game content, UGC sales and sponsor integrations. The other is off-platform sales of real-world products and services.
Which branded Roblox games have lasted more than a year?
Sunsilk Hair Care Lab, the tycoon game Dubit built for Unilever, is one. Two years after launch, it was still regularly featured in the monthly list of most-played branded games on Roblox, averaging over 2m plays a month. In the persistent game, players grow a haircare business and create custom hairstyles. It has over 400,000 Roblox community members, and its marketing spend after launch was zero.
