Top Roblox creators don’t view brand deals as a significant revenue stream

As Roblox ramps up its pitch to marketers, some top creators on the platform do not view brand deals as a serious revenue stream.

Roblox has established itself as a creator platform, paying out over $280 million to individual creators during the fourth financial quarter of 2024. Many Roblox creators — also known as “developers” — earn six or seven figures annually by building virtual experiences and designing digital clothes, or “avatar items.” The majority of Roblox creators’ revenue comes from direct sales to players, rather than deals with advertisers to design and sell branded content, according to five Roblox creators who spoke to Digiday for this story.

Although brands often contract individual Roblox creators to design and build their activations on the platform, the five Roblox creators told Digiday that their brand deals have always offered far smaller payouts than direct avatar item sales. Creators’ cuts of brand deals on the platform have typically numbered in the hundreds or low thousands of dollars for UGC item design or the tens of thousands for developing virtual experiences. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.