The growth of our U.S. 18 to 34 user cohort is driving demand for deeper gameplay, distinct visuals, and genre-defining games. On Roblox, we call these novel games.
Today, we’re announcing an initiative to reward novel game development: a 42% increase in the DevEx rate for spend by U.S. players 18 and older in eligible games starting June 8. We recently launched our Incubator and Jumpstart programs to support creators building novel games, and so far over 8,000 creators have applied. Together with these programs and changes to our discovery systems to help novel games find their audience on Roblox, this increase rewards creators who are building the games the 18 and older audience is looking for.
In 2025, Roblox creators earned over $1.5 billion through DevEx, a program that lets creators exchange their earned Robux for real money. In the U.S., the 18 to 34 user cohort on Roblox monetizes over 50% higher than our under 18 users.1 We’re doubling down on our commitment to creators making novel games by increasing the DevEx rate for eligible in-game spend generated by age-checked 18 and older players in the U.S. by 42%. This rate increase, which takes effect on June 8, will apply to in-game spend like game passes, Robux subscriptions, select in-game items, and private servers.
This increased DevEx rate will apply to games utilizing R15 avatars. R15 upgrades avatars with advanced skeletal joints, a new animation system supporting smooth motion, and full creator control through our Luau scripting language. Using R15, creators can produce lifelike, physically simulated avatars that fit into more realistic worlds.
Moving forward, we’re evolving our discovery engine to prioritize long-term retention. This levels the playing field for ambitious, high-quality games that keep players coming back for years. We’re significantly amplifying discovery for games that meet our criteria for novel games with prime placement through a dedicated Standout Games section on the Roblox Home page, where most discovery happens. Our recommendation system will also reflect these signals, connecting games that keep players coming back with the largest possible audience that will enjoy them.
The 18 to 34 audience is growing over 50% year-over-year on Roblox,1 and they’re looking for deeper games that push the envelope on what’s possible. Roblox is backing creators at every stage of development with programs like Incubator and Jumpstart, a targeted 42% increase in the DevEx rate to put more money in creators’ hands, and discovery systems that actively reward the types of games pushing Roblox forward.