The most important user-generated input comes in multiplayer games, where users generate “content” by acting as each other’s opponents
The gameplay is basic and the graphics rudimentary. But “The Presentation Experience” has had 190m plays since it was launched less than 18 months ago. It is one of 32m “experiences” on Roblox, which lets users design and publish homemade games. Never mind that the gameplay looks fairly low-fi; some 60m people play Roblox a day, generating revenue in 2022 of over $2bn in purchases of in-game items—mega farts and all.
As on YouTube, ever more content on platforms like Roblox is professionally made. Some small developers have shifted to the platform, aiming for a share of the $600m earned by creators each year. Big brands use it as a place to reach new audiences. Sega has licensed a Sonic game to Roblox. As on YouTube, where creators like Jimmy “MrBeast” Donaldson began as amateurs before turning professional, many successful developers made games as a hobby before going full-time.
Enlisting players to entertain each other means games stay entertaining for longer. “If you look at the biggest games, there is demand from the players that it’s constantly refreshed…and creating game content is a long process,” says Tom Wijman of Newzoo, a game analyst.
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