Roblox Just Rewrote the Creator Economy. Here’s What Developers Need to Know.
When Roblox quietly dropped its new Creator Rewards program, most devs probably saw another tweak to a fairly complicated monetization ecosystem. But make no mistake: this is a fundamental shift in how value is created and captured on the platform.
Starting July 24, Creator Rewards will replace both the Engagement-Based Payouts (EBP) and Creator Affiliate programs. Gone are the days of relying on premium user session time or passive commissions. In their place: a more direct, performance-driven system where your earnings are tied to two things, who plays your game and how they got there.
There are two core components. First, Daily Engagement Rewards: you earn 5 Robux every time a qualifying “Active Spender” i.e. someone who’s spent at least $9.99 in the past 60 days, spends 10 minutes or more in your experience, as long as it’s one of their first three visited that day. It’s no longer just about raw time spent. It’s about priority. Is your game someone’s daily destination, or just a stop on the way to somewhere else?
Second, Audience Expansion Rewards: bring a new or returning user to Roblox, and you’ll earn 35% of the first $100 they spend. That includes people who come in through your link, your SEO footprint, or even your game’s visibility on the platform. This flips the script: Roblox is now compensating developers not just for playtime, but for platform growth.
All of this is happening under the hood of a more transparent dashboard, where devs can track who’s earning, why, and how much. It’s a step toward giving creators the metrics they need to operate like real businesses. But this isn’t just a payout update. It’s Roblox making a statement: creators are marketers, retention designers, and community architects, not just coders.
So what does this mean if you’re building on Roblox today? Here are four things you need to internalize, fast.
Engagement Must Be Daily, Not Just Deep
This isn’t about average session length anymore because it’s really about timing. If your game is someone’s fourth stop of the day, you’re out of luck. You need to become part of a user’s daily ritual. That means thinking beyond the core loop. Use social incentives, limited-time quests, streaks, and compelling onboarding to ensure your game earns that coveted “top 3” spot.
Your Growth Funnel Is Now a Revenue Engine
If you’re not already building shareable entry points, now’s the time. Direct links, invite codes, even creator collabs on YouTube or TikTok, every one of your touchpoints matters. Roblox is turning developers into acquisition channels, and rewarding you when your audience grows the platform. This aligns deeply with the Spaceport thesis: distribution is the new discovery.
You Need to Let Go of Old Metrics
Premium payouts are done. Passive affiliate income is gone. The old KPIs you recall like total hours played and Premium engagement no longer tell the full story. Start tracking daily retention, monetization per Active Spender, and new user conversion. This is a mindset shift from building a good game to building a healthy business.
Design for Spenders, Not Just Players
Roblox has expanded the eligible pool from Premium subscribers to anyone who’s recently spent. That changes the game. Your audience isn’t just kids with memberships, it’s anyone who’s ever bought Robux. Focus on creating high-value experiences that convert and not exploit. Think cosmetics, frictionless purchases, and rewarding spend without pay-to-win tactics.
Roblox’s Creator Rewards program isn’t perfect. But it’s a clear signal: the platform is doubling down on creators as economic drivers. If you’re just shipping games, you’re leaving value on the table. If you’re building communities, optimizing retention, and growing the pie then you’re exactly who this system is designed for.
As always, the tools are only part of the equation. It’s what you build with them that counts.
