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David Baszucki does not want Roblox to stop being popular with children. He wants it to become an age-layered platform that can also serve teenagers, adults, creators, educators, brands, and advertisers—without losing the safety controls its youngest users require.
That was the central idea behind Baszucki’s June 27, 2023 appearance on The Verge’s Decoder. Roblox’s “growing up” strategy combines older-audience experiences, broader social and creative uses, AI-assisted development, immersive advertising, and increasingly important age-assurance systems.
Roblox is not trying to become an adults-only platform
The phrase “grow up” is easy to misunderstand. Baszucki was not proposing that Roblox abandon children or replace its core audience with adults. He was describing a platform that could support different experiences for different age groups.
Roblox still presents itself as a platform with a major under-18 audience. Its corporate description now calls it a “human co-experience platform” for play, learning, communication, exploration, and friendship, powered by developers building multiplayer experiences with Roblox Studio. That is a much broader proposition than “a collection of games,” but it is not proof that Roblox has become predominantly adult.
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The practical goal is segmentation: keep children in age-appropriate environments while creating legitimate reasons for older teenagers and adults to remain, return, create, socialize, and spend.
The 2023 thesis: older content, AI creation, and advertising
When the Decoder episode was published on June 27, 2023, its description cited 66 million daily users and 14 billion hours of engagement in the first quarter of that year. Those were historical figures, not current metrics, but they explain why Baszucki saw Roblox as more than a children’s entertainment product.
The interview highlighted three parts of the expansion strategy:
- 17+ experiences: a controlled category intended to make room for more mature themes and older users.
- AI-assisted creation: tools that could make building worlds, assets, and gameplay easier for people without large development teams.
- Immersive advertising: brand experiences and ad formats designed for a platform where users spend time inside interactive worlds rather than simply viewing pages.
These ideas point in the same direction. Roblox wants to increase the value of both sides of its marketplace: the people who consume experiences and the creators, brands, and organizations that supply them.
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Calling Roblox a “metaverse” is less useful than describing what people actually do there. Users play developer-made experiences, socialize through avatars, buy virtual goods, attend events, learn, create communities, and sometimes use Roblox as a place to discover brands or entertainment.
That makes Roblox three things at once:
- A game platform: users launch and play interactive experiences.
- A creator economy: developers use Roblox Studio to build content and earn from successful experiences, items, and engagements.
- A social and commercial ecosystem: users communicate and participate in events, while brands and advertisers seek attention inside persistent virtual spaces.
Baszucki’s larger ambition is for Roblox to become a general-purpose layer for shared digital experiences. The challenge is that a platform used by very young children cannot operate like an unrestricted adult social network.
Why Roblox wants older users
There are several business reasons to expand beyond a child-heavy reputation.
Older users can remain on the platform
Roblox has a natural retention opportunity: children who grow up with the platform may continue using it if it evolves with their interests. That requires more than preserving the same cartoon-oriented experiences. Older users may want richer social spaces, different genres, more sophisticated creation tools, and communities that reflect their identities.
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- Free offline fun for the whole family — casual and addictive arcade action for kids and adults
- Run, jump, smash, and bounce through open world adventure maps with hidden coins and collectibles
- Unlock and upgrade characters, pets, skins, and costumes with powerups and abilities
- Boss battles with unique enemies across volcano, mountain, castle, and underwater environments
Adults are valuable creators and customers
Adults can participate as players, parents, developers, educators, designers, event organizers, and entrepreneurs. They can also represent the commercial customers Roblox needs: advertisers, entertainment companies, schools, agencies, and brands.
A broader audience creates more useful inventory
A platform with multiple age groups can support more kinds of experiences and partnerships. A brand activation, educational simulation, concert, product launch, or social event may be more compelling when Roblox can serve teenagers and adults as well as children.
But the opportunity is not unlimited. Roblox cannot assume that adding older users automatically makes it an adult media platform. Its under-18 audience remains central, and the rules governing content, communication, privacy, and advertising must account for that reality.
What 17+ experiences actually mean
17+ is an age category, not a promise of unrestricted adult content. Experiences in that category remain subject to Roblox’s Community Standards and other platform rules. The label is intended to create a controlled space for older-audience themes, not to remove moderation.
Roblox’s current Terms of Use state that users may need to verify their age to access certain features, including 17+ experiences. Feature availability can vary by country, account status, and Roblox’s current eligibility rules.
The distinction matters for parents and users. A 17+ designation does not guarantee that every interaction is safe, that every user is actually the expected age, or that mature content can include anything. It is one layer in a larger system of age ratings, access controls, moderation, chat restrictions, and parental tools.
Age assurance is the infrastructure behind the strategy
Age segmentation only works if Roblox can make a reasonable determination about which age group a user belongs to. Roblox currently supports facial age estimation through a selfie-style video process and government-ID verification in relevant cases.
According to Roblox’s support documentation, facial age estimation can place users into age groups such as 5–8, 9–12, 13–15, 16–17, 18–20, and 21+. Roblox says Persona performs the facial-estimation check and says it does not receive or store biometric data from that process.
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- Free offline fun for the whole family — casual and addictive arcade action for kids and adults
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- Unlock and upgrade characters, pets, skins, and costumes with powerups and abilities
- Boss battles with unique enemies across volcano, mountain, castle, and underwater environments
Those claims should be understood precisely:
- Facial age estimation estimates an age group; it is not proof of a person’s exact age.
- Facial estimation and government-ID verification are separate processes.
- Some users may need an additional check to regain access to age-sensitive features.
- Availability and interface labels can change by country, account, and feature.
Age assurance is therefore both a product feature and a risk-management system. If it produces too many false results, older users may be locked out or younger users may gain access to unsuitable spaces. If it is too weak, the separation between age groups becomes unreliable.
Advertising turns Roblox into a media business
Advertising is central to the “grow up” strategy because it shows that Roblox wants to compete for brand budgets, not only player spending. Its interactive worlds provide opportunities for branded environments, virtual events, portal-style formats, and other immersive campaigns.
That opportunity comes with unusually strict obligations because children are part of the audience. Roblox’s Advertising Standards, updated June 5, 2026, require age-appropriate advertising, transparency, and restrictions on commercial pressure. Roblox also says that personalized ads are limited to users 18 and older; users under 18 receive nonpersonalized advertising, as described in its Ads Preferences documentation.
Roblox restricts or controls categories including mature entertainment, certain food and beverage promotions, some personal-care products, adult-oriented travel, and other products when younger users may be reached. Advertising must also be distinguishable from ordinary gameplay, and brands cannot assume that ordinary third-party ad technology can be inserted into an experience.
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This is a significant shift in platform governance. Roblox is trying to give brands commercial flexibility while keeping control over targeting, disclosures, data use, measurement, and the user experience.
AI could expand Roblox’s creator economy
Baszucki’s AI vision is best understood as a supply-side strategy. If AI can help with scripting, environment construction, asset creation, localization, or other repetitive tasks, more people may be able to build experiences and existing creators may update them faster.
That could help Roblox attract older creators, educators, small studios, and entrepreneurs who cannot afford large teams. It could also increase the variety of experiences available to users.
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- Realistic 2d physics with challenging levels across forest, desert, ice, lava, candy, and ocean worlds
- Free offline fun for the whole family — casual and addictive arcade action for kids and adults
- Run, jump, smash, and bounce through open world adventure maps with hidden coins and collectibles
- Unlock and upgrade characters, pets, skins, and costumes with powerups and abilities
- Boss battles with unique enemies across volcano, mountain, castle, and underwater environments
But more content is not automatically better content. AI introduces several risks:
- Low-quality or repetitive experiences could overwhelm discovery systems.
- Creators may use generated assets that create copyright or ownership disputes.
- AI could make scams, deceptive experiences, and abusive content easier to produce.
- Moderators may face a larger volume of content requiring review.
- Large studios may gain advantages from better tools, data, and workflows even as entry barriers fall for beginners.
AI can lower the cost of creation, but it does not solve discovery, trust, originality, or safety. Those systems become more important as the volume of user-generated content increases.
The safety contradiction Roblox cannot avoid
Roblox wants the openness and scale of a social platform while continuing to serve very young users. That creates five overlapping safety problems.
Content safety
User-generated experiences can contain inappropriate themes, imagery, language, or mechanics. Age ratings and moderation must work at the level of experiences, assets, updates, and user interactions.
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The risk is not only what appears on screen but who can contact whom. Adults and minors may share a platform, making private messaging, social discovery, chat, and friend systems particularly sensitive.
Commercial safety
Children can encounter virtual goods, promotions, branded experiences, and calls to action. Roblox’s advertising rules limit personalization for minors and restrict direct purchase pressure and unsuitable product categories.
Privacy safety
Age checks, personalization, advertising, communications, and account features all involve sensitive questions about data collection and use. Roblox’s explanation of facial age estimation should not be generalized to every form of age-verification or account data processing.
Age-assurance accuracy
A user may be older than the age associated with an account but still lack access to a feature until completing a required check. Conversely, an estimation process can place someone in an incorrect age group. Roblox documents routes for verification and account correction in some circumstances.
Roblox also restricts attempts to move users off-platform. Its Community Standards restrict off-platform links and state that Social Links access requires age checking and a minimum age of 16. These rules illustrate how “growing up” requires controlling the edges of the platform, not merely adding mature experiences inside it.
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Roblox’s expansion creates opportunity for developers, but it also increases their obligations.
Creators need to think about:
- Whether their experience is appropriate for the age groups it can reach.
- How advertising and sponsorships are disclosed.
- Whether monetization creates pressure on younger users.
- How age-, location-, and platform-sensitive features are handled.
- Whether AI-generated assets can be used lawfully and safely.
- How much their business depends on Roblox discovery and policy decisions.
Roblox says developers must use PolicyService for certain age-, location-, and platform-sensitive features, including paid random items and immersive ads. Its guidance on promoting items to younger audiences is therefore relevant to any creator building a commercial experience for a mixed-age audience.
The central creator-economy question is not simply whether Roblox has millions of developers. It is whether creators can build sustainable businesses without relying entirely on a small number of algorithmically favored experiences, and whether the platform can reward quality as its content supply expands.
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Adult users, adult customers, and aging children are different markets
Roblox’s strategy becomes clearer when these groups are separated.
- Adult users may play, socialize, create, teach, attend events, or parent children on the platform.
- Adult customers include advertisers, brands, agencies, educational institutions, studios, and entertainment companies.
- Existing users aging into adulthood represent the long-term retention opportunity. They already understand Roblox’s tools, identity systems, communities, and virtual economy.
These groups overlap, but they do not have the same expectations. An advertiser may want reach and measurement. A creator may want discoverability and reliable monetization. A parent may want control and transparency. An adult player may want mature social experiences. Roblox must satisfy all of them without allowing one group’s needs to undermine another’s safety.
How to judge whether Roblox is actually growing up
The strategy should not be judged by the existence of a 17+ category or by the company’s use of terms such as “co-experience” and “metaverse.” More useful measures would include:
- Whether users continue engaging with Roblox as they move through adolescence and adulthood.
- Whether older users find meaningful reasons to create and socialize on the platform.
- Whether Roblox produces more high-quality experiences rather than simply more experiences.
- Whether creator earnings and retention become more sustainable.
- Whether advertising grows without making gameplay feel like an unmarked commercial.
- Whether age assurance reliably separates access and communication by age group.
- Whether harmful contact, scams, inappropriate content, and policy violations decline or become easier to detect.
- Whether brands, educators, and entertainment companies can participate without weakening user trust.
Roblox’s investor-relations overview lists 40 million daily active users and 9 billion hours engaged for the quarter ended March 31, 2026, along with $0.4 billion in revenue and $0.5 billion in bookings. Those figures are company-reported and tied to that specific quarter; they should not be treated as proof by themselves that adult adoption has succeeded.
The real meaning of “growing up”
Baszucki’s plan is not a demographic replacement strategy. It is an attempt to turn Roblox into an age-diverse platform while preserving a large child and teen audience.
The opportunity is substantial: retain users as they age, attract more sophisticated creators, support education and entertainment, and build a larger advertising business. The risk is equally substantial: a platform that combines very young users, adults, user-generated content, virtual commerce, AI tools, and immersive advertising has more ways to fail than a conventional game.
Roblox will demonstrate that it has grown up less by adding adult-themed experiences than by proving that it can govern an age-diverse ecosystem. Credible age assurance, clear communication boundaries, careful advertising controls, effective moderation, responsible AI tools, and viable creator economics are the infrastructure that makes the vision possible.
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