Roblox has been signaling that it desires to be greater than a gaming platform for youths. In the present day, the corporate is making one other push in that route by letting its creators make experiences particularly for people who find themselves 17 and older.
The brand new age class will permit for extra graphic content material and grownup themes than Roblox has permitted thus far, together with depictions of heavy bloodshed and alcohol use, chief product officer Manuel Bronstein tells me. To maintain underage customers from accessing 17 and older experiences, Roblox would require that individuals scan their driver’s licenses and submit a selfie earlier than they will entry the brand new class.
Thirty-eight p.c of Roblox’s day by day customers final yr have been over 17, and its fastest-growing person age group is 17-24. Nearly all of Roblox’s creators are actually over 18, and the corporate thinks they’re able to construct extra mature worlds on the platform.
“It’s an incredible alternative for the developer group to faucet into this demographic,” Bronstein says. “It creates each an viewers alternative, [and] it additionally most likely creates a giant monetization alternative for creators, given that individuals older than 17 could have better management over their disposable revenue.”
It’s clear that Roblox isn’t prepared for totally grownup experiences with this class. Extra romantic themes are permitted, however nudity and content material that “depicts sexual exercise or seeks real-world romantic relationships” is just not. And whereas extra graphic violence is allowed, the platform’s new tips prohibit “excessive violence or critical bodily or psychological abuse,” leaving some room for interpretation.
Roblox went public in 2021 and is underneath strain to develop income, having announced a push into advertising last year. Bronstein says the corporate will ultimately have the ability to present advertisements solely to verified customers over the age of 17, giving entrepreneurs extra management over the type of viewers they’re reaching. “In some ways, we’re attempting to resemble or mimic the true world the place individuals of all ages can co-exist, join, talk, [and] hang around collectively in age-appropriate experiences,” Bronstein says.