Roblox saw significant developments in 2025, with increased user engagement, record-breaking concurrency, and continued evolution in how developers and brands approach the platform. To offer an investor perspective, Stephen Dypiangco spoke with Aaron Wizenfeld, partner at Shamrock Capital, a Los Angeles–based media and entertainment investment firm managing approximately $6.5 billion. Wizenfeld has direct exposure to the Roblox developer ecosystem and provided insights into the platform’s performance, challenges, and the broader gaming landscape.
According to Wizenfeld, the most notable game on Roblox in 2025 was Steal a Brainrot. He explained that its impact extended beyond the platform itself, reaching mainstream audiences and cultural awareness. This combination of strong in-platform performance and broader recognition set it apart as the most influential Roblox title of the year.
Platform Performance and Key Drivers
Wizenfeld described 2025 as an excellent year for Roblox, crediting the payoff of years of investment in technology, AI, infrastructure, and safety measures. These efforts contributed to sustained user growth and engagement. While the platform’s trajectory remains steep, Wizenfeld acknowledged that this pace will eventually stabilize as Roblox continues to mature.
Safety and Brand Participation
Despite the positive momentum, safety and content moderation remain central challenges. Wizenfeld noted that concerns over child safety are the primary factor limiting deeper investment from brands and institutional capital. While progress has been made, Roblox’s scale and visibility have attracted additional regulatory scrutiny. Addressing these concerns effectively is seen as a critical factor that could enable further growth and attract larger investments.
Developer Innovation and Notable Studios
Roblox has fostered a strong developer ecosystem where smaller teams can achieve significant outcomes. Wizenfeld highlighted several studios that stood out in 2025, including Sawhorse, known for campaigns with sustained impact, Wonder Works, recognized for its careful execution of IP-based games like SpongeBob Tower Defense, and Gamefam, which continues to explore branded and original experiences. These studios exemplify how frequent updates, live audience testing, and iterative gameplay can create a successful development model.
Concurrency Milestones and Platform Scale
A defining trend for Roblox in 2025 was its record-breaking concurrency. From April onward, the platform repeatedly set new peaks for concurrent users, eventually surpassing Steam. Wizenfeld described this as a notable milestone, emphasizing that comparisons with Fortnite are no longer sufficient to capture Roblox’s scale. This level of engagement positions Roblox as a central player in the broader gaming ecosystem.
Roblox’s Position in the Gaming Industry
Wizenfeld emphasized that Roblox has reshaped expectations for game development. Lower-cost projects can achieve meaningful economic and player engagement outcomes, challenging traditional models that require massive budgets. The platform also allows developers to leverage a live audience for testing and optimization, creating a cycle of rapid iteration and continuous improvement. This approach has positioned Roblox as a central hub for both developers and players.
Advertising and Future Growth
Looking toward 2026, advertising is expected to play a larger role in Roblox’s growth strategy. Wizenfeld anticipates brands gradually increasing investment as safety measures improve and the platform’s scale becomes more evident. Rewarded ads, in which players earn in-game items for engaging with advertisements, are expected to be particularly effective, providing a native and seamless experience for users.
Learning Roblox and UGC Gaming
For professionals seeking to understand Roblox, Wizenfeld advised starting with publicly available investor materials, analyst reports, and industry coverage to grasp the platform’s fundamentals. Beyond this, he stressed the importance of understanding user-generated content (UGC) gaming, which he believes will continue to drive engagement, virality, and growth across the broader gaming ecosystem. UGC gaming offers players a sense of connection to creators and is likely to remain a key component of Roblox’s long-term strategy.
Final Thoughts
Wizenfeld’s insights highlight that 2025 was a pivotal year for Roblox, characterized by strong platform performance, record-breaking concurrency, and ongoing efforts to improve safety. While challenges remain, particularly around content moderation, the platform has established itself as a central figure in the gaming ecosystem, with UGC gaming and advertising emerging as key drivers of future growth.
Source: Max Power Gaming
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Frequently Asked Questions (FAQ)
What was the standout Roblox game of 2025?
The standout game was Steal a Brainrot, recognized for both its in-platform success and cultural relevance beyond Roblox.
How did Roblox perform in 2025 according to investors?
Investors, including Aaron Wizenfeld from Shamrock Capital, described 2025 as an excellent year due to growth in users, technology investments, and platform improvements.
What is holding brands back from investing more in Roblox?
Safety and content moderation are the main factors limiting brand participation. Addressing these concerns is considered essential for further growth.
Which developer studios stood out in 2025?
Notable studios included Sawhorse, Wonder Works, and Gamefam, recognized for their innovative approaches to gameplay, IP integration, and branded experiences.
What is the significance of Roblox surpassing Steam in concurrency?
This milestone highlights Roblox’s large-scale engagement and positions it as a central player in the gaming industry, beyond comparisons with games like Fortnite.
How is Roblox influencing the gaming industry?
Roblox allows smaller teams to achieve meaningful economic success and encourages rapid iteration and audience-driven development, reshaping traditional game development models.
What is expected for Roblox in 2026?
Advertising is anticipated to become a key growth area, with brands investing more as safety improves. Rewarded ads are likely to play a prominent role in platform economics.
Why is UGC gaming important for Roblox?
UGC gaming drives engagement, virality, and long-term growth. It connects players to creators and is expected to remain central to the gaming ecosystem.
