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The Noob Guide To Roblox Influencer Marketing

The Noob Guide To Roblox Influencer Marketing

The complete playbook for marketers, creators, and developers who want to master authentic creator partnerships in the Roblox ecosystem. Enjoy a limited preview or subscribe (free) to unlock the full content.

Roblox is experiencing remarkable growth and attention in 2025! One game, Grow a Garden, has achieved an incredible milestone with 21 million CCU (concurrent users), surpassing Fortnite's previous record of 15 million. In comparison, Steam's record is 40 million CCU across all its titles!. All eyes are on Roblox today. What makes Roblox so popular, and how can brands and creators work together in the best way?

Roblox stands out as one of the most popular online communities, attracting over 88 million daily users who spend an average of more than 2.5 hours engaging in gameplay and social interactions. Roblox-related content on YouTube gets billions of views every month.

For years brands have been finding creative ways to engage with Roblox fans. From hit games (Skibidi Toilet, Sonic, Barbie) to cool events and fun in-game experiences like the ones Lego and Netflix have done. Brands also collaborated with top Roblox creators (KreekCraft, Itsfunneh) to maximize their marketing impact.

However, many marketing strategies fail to truly resonate with what sets Roblox apart and fail to connect with its buzzing community—especially the YouTube creators who are key to shaping its culture.

By using creativity and keeping up with platform trends, there are countless opportunities to build successful partnerships between brands and influencers!

Contents

What is Roblox

A clear intro to the platform & its global audience

TL;DR Roblox is a platform for gaming and socializing, where users can play a huge range of games and interact with friends. Popular among all ages, Roblox features user-created games called "experiences" built in Roblox Studio, where creators and brands also design and sell digital items in the marketplace.

  • Roblox isn't just for kids anymore: it’s growing with its audience, with a significant and rising share of teens (22%) and adults (41% over 18 years old).
  • APAC is the fastest-growing region (36%), but North America (20%) and Europe (20%) remain highly engaged.

With millions of games available, users have the opportunity to craft their own unique experiences and even generate a sustainable income from them. The games come in many categories, like building businesses, obstacle challenges (obbys), story adventures, simulations, role-playing, and horror. Players personalize their characters through the marketplace, which offers millions of items, free and paid. While the majority of games are free to play, many include optional game passes and in-game items that can be purchased using Robux. It's accessible on computers, tablets, and consoles, making it especially appealing to younger audiences.

Roblox is frequently compared to YouTube for gaming due to its recommendation algorithm, which suggests games to players based on their preferences and gameplay history. Additionally, the platform features charts that highlight games by popularity, such as "Top Trending," "Top Playing," and "Up-and-Coming," as well as by categories like "Fun with Friends," "Top Earning," and "Trending in Adventures" etc. Many games on Roblox are regularly updated with special events, badges, and rewards to enhance the experience for players.

When users aren't on the platform, they're often on YouTube watching their favorite creators play or connecting with the community on Discord. This makes Roblox's community one of the most active and engaged worldwide.

Roblox Creator Landscape

A breakdown of creator types and how each contributes to the ecosystem.

Roblox’s creator community is incredibly diverse, with each type of creator bringing something unique to the platform. Understanding the difference between those who create inside Roblox and those who create content about Roblox helps brands choose the right collaborators for their goals

Experience & UGC Creators

These are the developers and designers who create the experiences, avatar items, and digital assets you find inside Roblox. Their work is what players explore, play, and wear on the platform.

  • Developers: Build and script entire Roblox games, from simple obstacle courses to complex games that are played by millions of people.
  • UGC Designers: Make accessories, clothing, and limited-edition items sold in the Roblox marketplace for people to customise their avatar.

These creators often have a presence on social media to showcase their work, with Twitter being particularly popular, followed by TikTok and YouTube.

Family-friendly Content Creators

These are video creators and streamers who bring Roblox experiences to a wider audience gathering billions of views on YouTube alone, sharing fun and positive content.

  • Long for videos & shorts:
    The most common format among top Roblox influencers. These include full gameplays, highlights (funny moments), tutorials, challenges, and stories (roleplays). Usually highly edited for entertainment, easy to watch, and appeal to a young audience. Roblox animations is also extremely popular.
    • Itsfunneh and her crew make funny, family-friendly story-based gameplay videos that attract millions of views each day.
  • Live Streams:
    Many popular creators also live stream on YouTube, TikTok and Twitch to share Roblox news or play with their community.
    • KreekCraft is known for both its live streams and YouTube video, keeping fans engaged every day.

Most successful Roblox YouTubers use a mix of pre-recorded videos, live streams, and shorts but pre-recorded content is typically their main focus.

Brainrot and toxic content farming channels

In Roblox and broader internet culture, brainrot refers to content that is repetitive, nonsensical, and of poor quality. Content farming involves mass-producing such low-effort videos to maximize views and ad revenue, using popular game trends, viral music, and clickbait titles/thumbnails to increase search traffic and boost visibility.

Roblox creators often call out channels that harm the Roblox community and its young audience. Before working with a creator, do thorough research to ensure they share Roblox's values and have a positive impact on the community. Teaming up with creators who promote a safe, inclusive, and respectful space is key to supporting Roblox's mission and protecting its young users.

Roblox Marketing in 2025

An exploration of collaboration models and what’s trending in 2025.

Roblox marketing in 2025 is defined by immersive experiences, seamless commerce, and meaningful creator collaborations that connect brands with Gen Z and Alpha audiences both inside and outside the platform.

Roblox Ads

Brands can buy Roblox immersive ads, from video ads to portals that teleport users to their branded experience. Roblox also recently partnered with Google to launch immersive Rewarded Video ads allowing users to watch up to 30-second ads in exchange for in-game rewards.
Video ads can also be used inside a brand's game, Universal has done it with How To Train Your Dragon letting players watch their new movie trailer.

Branded experience & in-game activation

Brands work with developers to create their own experience or to embed their products or services directly into existing Roblox games. Created a fully branded games can range from USD 100K up to a few millions, while in-game activation can be more cost effective, relevant and quicker to deliver. Both can use in-game reward

UGC

Brands increasingly partner with UGC designers to create digital items and avatar accessories for players. UGC collaborations are faster and less expensive to launch than full games and can be very popular (Adidas partnered with UGC creator Rush X for a digital fashion drop).

In-game Shopping

Players can now purchase real-world items inside Roblox and receive matching virtual goods, thanks to new Commerce APIs and Shopify integration. The Approved Merchandiser Program (AMP) allows brands to link physical purchases with exclusive digital rewards, deepening the connection between online and offline worlds.

Influencer marketing

Roblox has recognized the powerful link between YouTube Robloxers and engagement on its platform, creating the Roblox Video Stars program that now has over 700 influencers. These creators drive trends, amplify brand campaigns, and also help Roblox maintain its cultural relevance.

Roblox related channels are also one of the fastest growing niche on YouTube

Finding the Perfect YouTube Collab

How to identify, vet, and approach the right partners—whether you’re a brand or a creator seeking authentic collaborations.

Whether you’re a brand looking for the right Roblox YouTube creators or a creator seeking brand partnerships, finding the perfect match is essential.

  • Brands: Start by defining your target audience and campaign goals. Use Roblox’s Partner Program, influencer marketing platforms, or agencies specializing in Roblox to find creators whose audience aligns with your brand values and objectives.
  • Creators: Build a portfolio showcasing your content style, audience demographics, and past collaborations. Reach out to brands that fit your niche or hiring a manager to help you handle outreach and negotiations.

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