Solon 2025 Roblox Survey: A Wake-Up Call for IP Owners and Game Teams
Altman Solon 2025 Roblox Study
Altman Solon’s 2025 Roblox study puts hard numbers behind what many of us already sense: Roblox isn’t a side-hustle platform anymore, it’s a mass-market channel hungry for licensed content. Here’s what the data says and how Spaceport is turning those findings into action for brands and developers.
1. Discovery Is Done. Activation Isn’t.
Roblox enjoys 88 % global brand awareness and seven hours of weekly play among users who log in. Players are there. What most games lack is the right IP hook delivered fast enough to ride a trend. At Spaceport, our licencing portal moves a branded skin or power-up from contract to live build in days, not months or years.
2. Players Swipe … A Lot.
93% of active users have spent money on Roblox; 65% buy daily or weekly. They chase power-ups (57%) and avatar items (56%). That shows us branded micro-items fit a spending pattern that’s already proven. Developers focus on gameplay; Spaceport can supply the licence paperwork and rev-share details.
3. Digital Drives Physical.
After buying in-game items, 52% of players purchase matching real-world merch. Top categories: apparel (34%) and collectibles (31%). Developers can help speed up a brand’s ability to see which virtual drops trigger physical demand, so they know when to green-light a hoodie run, and devs share in those sales.
4. Fans Travel with the Brand.
Three-quarters would pay for spin-off media; 78 % want to engage with Roblox IP on other platforms, whether its a console or YouTube (or tiktok or instagram). Spaceport can design one licence to cover Roblox and downstream uses, so hit assets can jump engines or hit TikTok without rebooting legal talks.
What to Do Next
IP Holders
Drop early. Secure brand assets in games while hype is fresh.
Stand out instantly. A familiar character can triple first-day sessions.
Track ROI. Real-time dashboards show which items move revenue on-platform and off.
Roblox Developers
Earn beyond Robux. Share in merch and media royalties tied to your game.
Go cross-platform. Single agreements cover future ports and collaborations.
Build faster. Spaceport handles approvals; you keep iterating.
Speed Matters: The Grow a Garden Lesson
The survey highlights Grow a Garden, a teen-built title that exploded to millions of concurrent players in days. Viral hits wait for no contract cycle. Spaceport exists so the next breakout game can launch with licensed gear on day one, not week twelve.
Bottom Line
Roblox users already spend, brands are welcome, and dev teams are the bridge. Spaceport fits in the middle, turning IP into playable content quickly and turning purchases into shared upside for everyone involved. If you own a brand or build a game, the data says the window is wide open. Let’s push through it together.
