The 2025 Roblox Benchmark Report

The 2025 Roblox

Benchmark Report Including platform trends since 2023By Stephen Dypiangco, Tomas Hubka, and Daniel Gomes

1What’s inside?IntroductionMethodologyKey takeawaysRoblox player behavior trendsDevices players useDaily session frequencyAverage daily session lengthTotal daily playtimeAverage revenue per paying userRoblox game-level benchmarks0-3 minute session length4-6 minute session length7-12 minute session length13-18 minute session length19-24 minute session length+25 minute session lengthConclusionAbout GameAnalytics23456791113151618202224262829

Roblox is entering a new era of scale and opportunity for developers. The platform
continues to expand rapidly: 111.8 million daily active users (DAUs) in Q2 2025, each
spending an average of 2.7 hours per day, driving $1.4 billion in quarterly bookings. This
growth has been fueled by breakout titles like Grow a Garden, Steal a Brainrot, and 99
Nights in the Forest, which demonstrate both the size of the opportunity and the speed at
which new hits can emerge.

But for most developers, two questions remain pressing: How do you create a hit? And how
do you systematically improve a game once it is live?

Despite Roblox’s scale, resources to answer these questions are limited. Developers have
little visibility into how player behavior trends are evolving across the platform, what
metrics define success, or how their own games compare to the broader ecosystem.

This report was created to fill that gap. Drawing on aggregated data from thousands of top
Roblox titles, we provide benchmarks across engagement, retention, and monetization. Our
goal is to help developers understand where their games sit relative to the market, identify
growth opportunities, and apply data-backed strategies to climb the ladder from

early-stage release to breakout hit.2Introduction Janzen MadsenSplitting Studios
“We were pumping out updates every week on a Friday – and probably about 80%
of the bugs we caught were because we were using GameAnalytics.”Read full case study

Methodology
In this report, we analyzed aggregated gameplay data spanning January 2023 through July
2025 from thousands of leading Roblox titles integrated with GameAnalytics (GA) to track
their performance metrics. These games represent a broad mix of genres, popularity
levels, monetization models, and player bases. The teams that made them range from solo
developers to large professional studios.

Our dataset includes thousands of high-traffic experiences attracting more than 1 million
monthly active users (MAU) each, collectively driving billions of visits every month on
Roblox. While this sample does not cover the entire Roblox ecosystem, it captures nearly
half (47%) of total player engagement in games built on the platform, providing a strong,
representative view of overall trends.

In the first section, we assess Roblox platform-level data representing player behavior
across the GA network. This view covers trends such as daily session frequency, session
length, and overall spending distribution. By analyzing engagement and monetization
patterns at the platform level, we can highlight how Roblox users as a whole are playing,
returning, and spending differently over time.

In the second section, we examine game-level data to create benchmarks that developers
can use to measure their own performance. Here we focused specifically on 2025 data to
reflect current standards. To make comparisons meaningful, we segment games into
session-length intervals (0–3 min, 4–6 min, 7–12 min, 13–18 min, 19–24 min, 25+ min).
Each range represents how effectively an experience is able to hook players and sustain
engagement, which in turn shapes retention and monetization outcomes. By breaking
benchmarks into these intervals, developers can identify where their games sit today and
understand the priorities required to progress to the next tier.

No individual game data is disclosed. Instead, this report focuses on aggregated
benchmarks and patterns to highlight key trends in player behavior and game
performance. Our aim is to surface actionable insights that can help Roblox developers,
publishers, and anyone interested in the platform better understand what’s

driving success.3
Throughout this report, “Casual Users” refers to players in the bottom quartiles of
engagement (shorter sessions, few repeat visits), while “Core Users” refers to those in the
top quartiles (longer sessions, multiple daily visits, higher spending).

Key takeawaysRoblox player behavior trends
Roblox player behavior has shifted meaningfully over the past two years. Looking at
platform-wide engagement and monetization data from January 2023 to July 2025, three
trends stand out:

Players return repeatedly: Half of players log in multiple times a day, with the most
active Core Users hitting up to 8 sessions daily.

Engagement is polarizing: Casual Users leave the experience in under 2 minutes, while
Core Users average 37 minutes per session, displaying a 15x gap.

Spending is top-heavy: Median payers spend less than $1, while the top 5% are now
over $20 per day, more than 30x higher.

Why this matters:

Roblox is increasingly split. Most players dabble for just a minute or two, while a smaller
core drives the bulk of time and revenue. Developers need both: sharp hooks to catch
Casual Users and deep systems to retain the Core Users fueling growth and monetization.
Looking across Roblox games grouped by average session length, the data shows a clear
progression from fragile early-stage titles to fully mature hits. Three themes emerge:

Short-session games (0-6 minutes) struggle to survive: Daily sessions rarely exceed
one per user, retention falls below 10% on Day 1, and monetization barely registers.
These games are losing players before they’ve even had a chance to engage.

Middle-range games (7–18 minutes) show promise but need repeat play: Session
length is healthy, but frequency remains low. These games must evolve from “fun once”
to “habit-forming” through daily loops, co-play systems, and reasons to return.

Hits emerge at 19+ minutes: Retention jumps into double digits, daily sessions climb,
and monetization spikes dramatically (with whales spending $20–30+). At this stage, the
challenge is not proving appeal but sustaining growth and tuning monetization without
burning players out.

Why this matters:

These benchmarks give developers a clear ladder to climb. Each rung comes with different
priorities: first comes hook and onboarding, then repeat play, and finally scaling retention
and monetization. Understanding where your game sits on this spectrum, and focusing on
the right problem for that tier, is the difference between fizzling out and breaking into
Roblox’s top charts.
Roblox game-level benchmarks4

Roblox player behavior trends
Jan 2023 – July 2025

Creating a hit Roblox game starts with understanding the player base, the millions of
people worldwide who log in daily to discover, play, and connect. In this section, we will
break down over two and half year’s worth of data on where players are most often
accessing Roblox, how much time they spend in games, and the spending patterns we see
across the platform.

The figures you’ll see here are drawn from aggregated data across Roblox games that use
GA for tracking and insights. Games outside the GA network are not included. While this
dataset represents only part of the Roblox ecosystem, it covers a substantial and diverse
share of player activity, offering a meaningful snapshot of platform-wide behavior.5

Devices players use
Roblox is played across desktop, mobile, and console, and how players access the platform
has not shifted dramatically between 2023 and mid-2025. The dominant group remains
those who split their time between PC and mobile, making up nearly half of the players in
our dataset. This fluid behavior suggests players are device-agnostic, such as starting on
desktop and continuing later on mobile.

PC-only players make up the second-largest group, followed by mobile-only players. While
there’s been some fluctuation, PC-only rose in 2024 before dipping back in 2025, and
mobile-only has remained in the 7–10% range. The balance between these two groups has
stayed relatively steady.

Console play has inched upward from almost negligible levels in 2023 to just about 2% of
the player base in 2025. While that’s growth in relative terms, it’s still a small slice overall,
and console should not be a priority for most developers.

For developers, this means a few clear takeaways.

Optimize for both PC and mobile: Since most players are engaging on both, your game
should feel seamless whether someone is on a high-end desktop or a low-end phone.
That means ensuring UI scales cleanly, controls work intuitively across devices, and
performance is stable in a mobile environment.

Do not ignore desktop players: Despite Roblox’s reputation as “mobile-first,” PC-only
users remain a large and consistent group.

Console optimization is optional: The effort to optimize is unlikely to make or break
your game’s success, unless Roblox itself starts heavily promoting console play.

Roblox players continue to treat the platform as cross-device, flexible entertainment.
Developers who respect that fluidity, making it easy to pick up and play anytime, anywhere,
will be best positioned to capture long-term engagement.
6202346.90%39.84%202444.68%43.98%202548.39%37.56%PC onlyMobile onlyConsole onlyPC + mobilePC + consoleMobile + consoleAll platforms

725th50th75th90th95th2468Daily session frequency per userRoblox player behavior trends202320242025122333.54.34.565.7682.021.21.38

Daily session frequency per user
Roblox’s audience does not typically show up to the platform once per day and grind for
hours consecutively; rather, they drop in and out. That pattern has held across 2023 to July
2025, and it’s getting stronger. Half of the players in our sample visit at least twice per day,
and a quarter (75th percentile) are coming in about three times per day. What’s changed
most is the Core User cadence: the 90th percentile climbed from 4.5 to 6.0 sessions/day
year-over-year (+33%), and the 95th percentile from 6.0 to 8.0 (+33%). In other words,
Roblox’s most engaged players are logging off and back on much more frequently than

last year.

This daily multi-session behavior helps explain platform-level playtime (Roblox has
reported ~2.4 to ~2.7 hours/day on average) where time accrues across several short
bursts, not one continuous session. It’s easy to imagine someone playing after school or
work, during a break, returning before or after dinner, then coming back at bedtime.
Collectively, this adds up to meaningful daily engagement.

But why are we seeing such a significant uptick in 2025, especially at the top? We see
several forces at work:

Sharper re-entry design: Developers are getting better at moment-to-moment
pullbacks: daily quests, time-gated rewards, rotating shops, and micro-objectives that
“complete in 3–7 minutes.”

Offline/idle progression: Newer systems reward you for coming back soon, not just
“tomorrow”: resources finish crafting, timers complete, NPC tasks resolve. Even a short
AFK window makes the next login feel valuable, encouraging multiple same-day

check-ins.

Intentional co-play: Roblox’s own algorithm update in 2025 is amplifying games that
drive friend-to-friend invites and purposeful group play. Roblox says friends playing
together produce sessions that are stickier: players stay longer, spend more, and return
more often. Developers at the top are designing for this. Whether that’s shared goals
(beat a level together), accelerators (get boosts from teaming up), or co-op progress
that feels better with allies than solo.
Here are practical takeaways for building your experience:

Design for bursts: Make sure a 3–7 minute session has a clear goal, progress, and a
reason to return later the same day.

Stage your timers: Stagger timers across minutes, hours, and day cycles, so there’s
always something “about to pop.”

Surface progress on entry: If leveraging offline progression, lead with “what completed
while you were away” to convert quick logins into satisfying wins.

Build with friends in mind: Incentivize players to bring others along and make co-play
the optimal path, not just an optional bonus.

Casual Users are returning a bit more often, but Core Users are returning a lot more often.

The winners in 2025 are the experiences that respect short attention windows, pay off
micro-sessions, and double down on social design, so the next return session within hours
feels even stronger when it happens with friends – not just alone.8 Eric ParkTrihex Studios
“GameAnalytics is as important to us as a radar when you’re flying at night,
through a thunderstorm; without it, we’d be flying blind.”Read full case study

925th50th75th90th95th102030404.092.072.367.635.986.6212.313.7814.5318.7425.6726.3824.5436.0837.10Average daily session length per userRoblox player behavior trends202320242025

Average daily session length per user
The distribution of Roblox session times is widening. Back in 2023, the 25th percentile user
averaged about 4 minutes per session, while the 95th percentile stretched to ~25 minutes,
which is a 6x gap. By mid-2025, the short end has compressed further (2 minutes), while
the high end has expanded (37+ minutes). The result: a near 15x gap between Casual and
Core Users.

This data highlights two diverging behaviors:

At the bottom, Casual Users are trying a game briefly, not finding immediate fun or
payoff, and bouncing out within a couple of minutes. These users likely overlap with
Roblox’s broader “sampler” audience (the players who hop into a title, test it, and leave
if it does not click right away).

At the top, Core Users are locking into sessions that last well over half an hour. These
are the fans who not only find the gameplay loop compelling, but also experience
deeper retention drivers like co-play, progression systems, or competitive grinds.

It’s important to re-emphasize that GA does not cover every Roblox game, so this data is
not a complete platform picture. But the split is clear: the games that fail to hook fast are
leaking players after just a minute or two, while the games that succeed are getting
rewarded with long, immersive sessions from their best users.

For developers, here are practical lessons:

Win the first two minutes: If players cannot figure out what to do or do not see progress
immediately, they are gone. Clear onboarding, immediate feedback, and a “mini-goal”
that can be completed right away are table stakes.

Design for depth: Your Core Users are proving they will stay 30+ minutes if the loop
sustains them. Build layers of progression (mechanical mastery, cosmetic unlocks,
social systems) that unfold over time rather than peaking too early.
Segment your systems: Do not try to force every user into the same path. Some will
only ever give you a 2-minute look; others will grind for an hour. Have “shallow wins”
for the Casual Users and “deep hooks” for the Core Users so both ends of the curve

are served.

Measure bounce explicitly: Use analytics not just for average time but for drop-off
points. If 25th percentile players consistently leave at 2 minutes, identify what they are
encountering, or not encountering, at that exact moment.

The Roblox ecosystem is polarizing. A large casual layer is still sampling and bouncing fast,
but the upper end is pushing into sustained, multi-dozen-minute sessions. The studios that
thrive in 2025 are those that capture value from both ends: immediate payoff for Casual
Users, meaningful depth for the Core Users.10

1125th50th75th90th95th2550751007.27.156.6216.416.4416.7730.630.6234.651.551.4664.9170.670.5893.84Total daily playtime per userRoblox player behavior trends202320242025

Total daily playtime per user
In 2023, the gap between the bottom 25% of players and the top 5% was already stark:

7 minutes vs. 71 minutes per day, a 10x difference. By 2025, that spread has exploded to 6.6
minutes vs. 93.8 minutes, more than 14x more. The Casual cohort is heading towards
shorter daily play, while the most dedicated Core Users are pushing well past an hour and a
half every day.

What’s notable is how flat the metrics were from 2023 to 2024. The surge did not come until
2025, when the top end broke away from the rest of the distribution. This was not just
longer sessions; it also reflected more frequent daily returns, with Core Users stacking
multiple play sessions to reach 60–90+ minutes.

This aligns with broader platform trends: offline progression systems pulling players back
to check in, co-play loops encouraging friends to log on together, and games that quickly
hook Casual Users so that some convert into repeat visitors. Even though this dataset only
covers games using GA (and excludes browsing or marketplace activity), the directional
trend is clear: Roblox is polarizing between Casual User dabblers and Core User daily
diehards.

For developers, the key takeaways here are about designing for multiple daily touchpoints,
not just maximizing one session:

Create reasons to come back: Use streaks, timers, daily rewards, and co-op mechanics
that naturally draw players back into the game at least twice a day.

Offer short, modular loops: Create “check-in” actions that take 2–3 minutes (check
offline progress, claim rewards, see if there are new items available for purchase) so
players can slot your game into spare moments.

Leverage co-play to trigger returns: Systems that depend on squads, parties, or
asynchronous challenges turn one player’s return into a group return.

Design rhythms across hours: Some systems should resolve on a scale of hours, not
days, to create urgency for multiple visits within one day.
Optimize for daily totals: Track not only session averages but also total daily playtime. A
12-minute game that players open 5x a day beats an 18-minute game they open once.

Roblox’s growth story in 2025 is about denser daily play, not just longer single sessions.
The top games are structuring experiences that turn players into multi-session, daily
repeaters, and that is where developers should focus their design energy.12

1325th50th75th90th95th$5$10$15$25$20$0.09$0.09$0.13$0.74$0.75$0.72$2.77$2.69$3$7.78$7.56$9.91$15.23$14.62$20.65Average revenue per paying userRoblox player behavior trends202320242025

Average revenue per paying user
GA data shows just how massive the spending gap is between Roblox’s most casual payers
and its whales. In 2023, the top 5% of payers were spending around 20x more per day than
the bottom 50%. By 2025, that gap has ballooned to more than 30x, with whales now
spending north of $20 per day while the median payer is still under a dollar. The median
values have not budged much, but the highest-value players are climbing sharply. Roblox’s
payer economy has become increasingly top-heavy, resembling the extreme power-law
dynamics seen in mobile F2P at scale.

This shift matters not just for revenue, but for how the Roblox platform itself rewards
games. Roblox has stated that two monetization metrics feed directly into discovery and
recommendation:

7 day spend days per user: Total unique days users spend Robux in your experience
over the last 7 days.

7 day Robux spent per user: Total Robux spent per user in your experience over the last
7 days.

In other words, the platform does not just look at whether players spend but it looks at how
often and how much they spend over time. Games that encourage players to make repeat
purchases across multiple days and raise their overall spending per week, gain an
advantage in Roblox’s recommendation system. Monetization and discoverability are now
tightly linked: games that monetize better are also more likely to grow.

Developer takeaways:

Design for whales: Most players will never spend more than a dollar or two. The real
opportunity lies in building high-value offerings (premium cosmetics, powerful but fair
progression boosts, status items) that appeal to the top 10% of spenders.

Do not neglect small spenders: While whales carry revenue, first-time purchases often
start small (under $1). Make it easy for new payers to convert, then escalate with

tiered offers.
Monetization loops must reinforce engagement loops: A strong ARPPU game is not just
selling power, it’s tying purchases to reasons to log back in. Currency packs,
progression accelerators, or new features all encourage repeat spend.

Optimize for recurring spend: With Roblox’s 90% monthly repurchase rate platform-
wide, the expectation is that payers keep buying. Consider renewable offers (weekly
bundles, battle passes, weekly events) rather than one-time purchases.

Track monetization metrics Roblox rewards: If you can raise your 7-day spend days per
user and Robux spent per user, you improve both monetization and discoverability – a
double benefit.

Roblox in 2025 is a top-heavy spender economy. Developers who can convert casuals while
also giving whales compelling reasons to keep spending will not only earn more, they’ll get
pulled upward by the platform itself.14

Roblox game-level benchmarks
Now that we’ve covered Roblox at the platform level, let’s zoom in on how individual games
are performing. This section provides game-level benchmarks: the numbers developers
can use as reference points when evaluating their own titles.

In the previous section, we looked at data from January 2023 to July 2025 to highlight how
player behavior has evolved over time. Here, we shift focus to game-level benchmarks
based solely on 2025 data. This approach gives you a snapshot of today’s performance
standards, making it easier to benchmark your own Roblox experience against what’s
happening right now. To add more context, we’ve broken session length into the following
intervals since each range reflects how strongly an experience can hook players, which in
turn influences key metrics like retention and monetization.

Within each engagement range, we’ve broken down key performance metrics, including
daily sessions, retention (D1, D7, D30), average revenue per paying user (ARPPU), and
average transaction price, by percentile (25th, 50th, 75th, 90th, 95th, and 98th).

This structure allows you to find the category that best matches your game and then
benchmark yourself against the broader Roblox ecosystem. Are you sitting in the lower
quartiles, suggesting there’s significant room for improvement? Or are you performing at
the 75th percentile or above, signaling competitive strength?

The benchmarks are designed to be practical: developers can see how they stack up,
identify where the gaps are, and take away targeted strategies for improvement. Whether
your game sits in the shorter-session buckets or the long-session range, the goal is the
same: use these benchmarks to set informed targets and push your game closer to

top-performing status on Roblox.
To benchmark your Roblox experience, find the interval that matches your game’s average
session length. Each of the six intervals groups games with similar player engagement,
giving you a clear reference point to see how your game stacks up against the competition.151 h0-3 minutes4-6 minutes7-12 minutes13-18 minutes19-24 minutes+25 minutesSession length intervals breakdown Note: Session lengths are rounded down to the nearest whole minute before being
assigned to an interval. For example, a session length of 3.5 minutes is treated as 3
minutes and therefore counted within the 0–3 minutes interval.

1625th50th75th90th95th98th2.5%5.0%7.5%12.5%10.0%2.72%0.23%0.05%4.31%0.41%0.13%7.44%1.02%0.31%9.25%1.78%0.62%10.72%2.12%0.74%12.33%3.16%0.81%25th50th75th90th95th98th246811.3236.37.525th50th75th90th95th98th$1$2$3$4$0.24$0.48$1.09$1.74$2.67$0.17$0.58$0.86$1.28$1.53$1.97$3.79RetentionAverage session countMonetizationSession length: 0-3 minutes2025 Roblox game-level benchmarks D1D7D30ARPPUAvg. price per transaction

0-3 minute session length
This is the lowest engagement range we’ll look at, and the numbers reflect just how fragile
games can be at this stage. Daily session counts tell the story: half of players in this bucket
only log into a game once per day, and even at the 95th percentile, activity peaks at just
over six times. Contrast this with higher engagement ranges (which we’ll cover later), and
it’s clear: games in the 0-3 minute bucket struggle to establish any meaningful loop that
encourages repeat logins.

Retention rates are even more telling. At the median, only ~4% of players come back the
next day, and even the 90th percentile manages less than 10%. By Day 7, retention
plummets below 2% across most of the distribution, and by Day 30 it’s under 1%. For
games in this range, the vast majority of players bounce out after one session, and those
that do return rarely stick for long.

Monetization follows naturally from these patterns. ARPPU peaks around $5.42 at the 98th
percentile, but most games in this bucket see under a dollar. Average transaction values
top out at just $1–$2. These numbers confirm what you’d expect: if players do not stay long
enough to understand or value the experience, they will not spend.

So what does this mean for developers? The challenge is not monetization. It’s onboarding
and the very first moments of play. If you’re in this range, the data suggests you need to
focus on the following:

First 60 seconds clarity: Players should instantly understand what to do and why it’s
fun. Avoid long tutorials or complex UI.

Immediate reward: Give players a win right away, whether that’s a cosmetic unlock, a
burst of progression, or a clear sense of power.

Reduce friction: Long load times, confusing menus, or clunky controls must be avoided.
Every extra click is a reason to quit.

Hook before depth: You do not need to explain every system upfront. Add just enough to
get players engaged, then layer in complexity later.
Games in the 0–3 minute grouping have not yet proven their core appeal to players. To
escape this lowest level, developers must optimize the very beginning of the player
journey. If you can turn those first 180 seconds into something fun, rewarding, and clear,
the rest of the metrics (retention, sessions per day, and eventually monetization) will start
to climb.17

1825th50th75th90th95th98th5%10%20%15%4.70%0.43%0.17%6.20%0.88%0.28%8.61%1.65%0.46%11.65%2.36%0.76%13.17%3.16%1.05%17.17%4.35%1.46%25th50th75th90th95th98th246108111.22.83.98.925th50th75th90th95th98th$2$4$6$0.18$0.70$0.99$1.90$2.63$0.21$0.51$0.84$1.30$1.80$2.67$5.42RetentionAverage session countMonetizationSession length: 4-6 minutes2025 Roblox game-level benchmarks D1D7D30ARPPUAvg. price per transaction

4-6 minute session length
Moving up to the 4-6 minute range, we see incremental improvements compared to the 0-3
minute grouping, but the overall challenges remain. Daily session counts are still low: half
of players log in just once per day, and even at the 75th percentile, activity barely rises
above 1.2. Only the very top of the distribution (98th percentile) breaks through to nearly
nine sessions per day, which suggests that while a small slice of players are finding
reasons to return, the majority are not building habits.

Retention follows the same story: modest gains, but still fragile. Median Day 1 retention
sits just above 6%, climbing to 11–13% for higher-performing games. By Day 7, even the
best games in this range hold onto fewer than 5% of their players, and by Day 30, retention
drops below 1.5%. This points to a fundamental issue: games in this range may succeed at
grabbing attention briefly, but they fail to sustain long-term interest.

Monetization reflects the weak engagement curve. ARPPU remains low, generally under $1
for most games, and only the very top reaches meaningful numbers (just over $5). Average
transaction prices are modest too, rarely breaking $2 outside of the 98th percentile.
Without consistent retention and repeat logins, monetization opportunities simply do not
have space to grow.

For developers, the lessons mirror those from the lowest engagement tier, with a slightly
higher bar:

Sharpen your hook: A 4-6 minute median session means players are giving you a little
more time, but not much. The first minutes still need to be intuitive and rewarding, or
players will not stick.

Build a reason to return: Daily session counts show that most players are not
compelled to come back. Stronger daily quests, login rewards, or light progression
systems can help establish repeat habits.

Do not overinvest in monetization yet: Games in this range are not holding players long
enough for deep spending mechanics to matter. The focus should remain on retention
and engagement loops first.
Overall, games in the 4-6 minute grouping are doing slightly better than those in the 0-3
minute bucket, but the gap between them and higher session length groups remains wide.
Success here comes from transforming short curiosity into ongoing play habits.19

2025th50th75th90th95th98th5%10%20%15%6.42%0.56%0.09%7.91%0.90%0.24%9.82%1.46%0.45%11.55%2.04%0.75%13.37%2.58%0.90%15.81%3.57%1.49%25th50th75th90th95th98th12431111.82.33.525th50th75th90th95th98th$4$3$2$1$5$0.45$0.77$1.28$1.87$2.67$0.38$0.64$098$1.38$1.73$2.74$4.48RetentionAverage session countMonetizationSession length: 7-12 minutes2025 Roblox game-level benchmarks D1D7D30ARPPUAvg. price per transaction

7-12 minute session length
Games in the 7-12 minute session range are clearly doing something right. Compared to
the shorter engagement ranges, players here are sticking around longer and showing
higher retention, which signals that these experiences are starting to land with their
audience. But while this is an encouraging step up, the data suggests these games still
have not broken through into “hit” territory.

Daily session counts remain modest. For most players, engagement is still capped at just
one session per day, even at the 75th percentile. Only when you reach the very top (90th
percentile and above) do you see multiple daily logins, topping out around 3.5 sessions for
the 98th percentile. This illustrates that while players are staying longer once they’re in,
they are not yet compelled to come back frequently.

Retention is also better, but not yet robust. Median Day 1 retention comes in at nearly 8%,
with the top games in this range climbing into the low teens. By Day 7, numbers slide to
just under 1% at the median and peak around 3-4% at the very top. Day 30 retention barely
cracks 1.5% in the best cases. These figures point to a common issue: players are giving
games in this category a fair shot, but they are not finding strong reasons to commit over
the long haul.

Monetization reflects this middle ground. ARPPU improves compared to the lowest tiers,
with the median hovering around $0.77 and the top of the distribution reaching $4-5.
Average transaction prices are slightly higher too, generally landing in the $1-$2 range at
the upper percentiles. Still, monetization at this stage is more opportunistic than
systematic. Without stronger daily session counts and long-term retention, these gains are
limited to a small fraction of players.

For developers, the takeaways are straightforward:

Celebrate the progress: If your game is in this bucket, you’re already outperforming the
majority of new releases on Roblox. Players are willing to spend more time with you,
which is a critical milestone.
Focus on repeat play: The gap now is about frequency and stickiness. Daily session
counts remain low, which means you need mechanics that draw players back more
often: quests, unlockable systems, or co-op features that create social pressure

to return.

Hold off on heavy monetization design: You’re not yet at the stage where deep
monetization mechanics will pay off. Instead, polish onboarding, deepen progression,
and strengthen social loops. Monetization will come more naturally once engagement
habits are in place.

Overall, games in the 7-12 minute range are on their way. They’re past the early hurdles of
failing to capture attention, but they still need more repeat play and stronger retention to
climb into the next tier. This is the range where doubling down on systems that drive daily
returns can unlock the growth path toward becoming a top game.21

2225th50th75th90th95th98th5%10%20%25%15%8.50%0.74%0.20%10.24%1.20%0.34%12.16%1.80%0.56%14.96%2.70%1.02%15.91%3.07%1.25%20.85%4.57%1.94%25th50th75th90th95th98th12534111.62.12.84.425th50th75th90th95th98th$2$4$6$8$0.78$1.21$1.94$3.30$4.66$0.21$0.89$1.35$1.87$2.36$3.24$6.13RetentionAverage session countMonetizationSession length: 13-18 minutes2025 Roblox game-level benchmarks D1D7D30ARPPUAvg. price per transaction

13-18 minute session length
Games in the 13-18 minute range are beginning to enter “hit territory.” Players here are
committing to longer sessions, which signals that these games are doing a solid job of
onboarding and creating meaningful gameplay loops. While average daily session counts
do not rise dramatically as most players are still logging in just once per day, the quality of
those sessions is increasing. At the higher end, users in the 95th percentile are coming
back nearly three times a day, and the very top of the curve (98th percentile) sees over four
daily sessions. These numbers reveal that top performers in this bracket are not only
retaining players for longer, but also beginning to nudge them into more frequent

return play.

Retention metrics reinforce that these games are sticking. Day 1 retention jumps into
double digits at the median (~10%), while the top performers are holding onto 15–20% of
players. By Day 7, retention reaches 1–3% at the middle and climbs to nearly 5% at the very
top. Day 30 retention, though still relatively low, edges above 1% in the upper percentiles,
giving out a strong signal that players are finding reasons to return weeks later. Compared
to the lower engagement brackets, this is a meaningful step up. Players are not just testing
the game; they’re actually building habits around it.

Monetization also looks much healthier here. Median ARPPU more than doubles compared
to the lowest brackets, sitting at just over $1.20, with the top games pushing past $6 per
payer. Average transaction values scale accordingly, ranging from under $1 at the low end
to more than $3 at the very top. This indicates that players who are engaged long enough to
spend 13 minutes or more in a session are also more inclined to convert and to spend at
higher price points.

For developers, the implications are clear:

You’re on the right track: Reaching this bracket means your game is successfully
attracting players, getting them through onboarding, and giving them reasons to stay.


Push for return play: While session length is strong, daily session counts are still low.
Building in mechanics like time-gated rewards, co-op systems, or limited seasonal
events can encourage multiple logins per day.
Refine monetization systems: With stronger retention, you can start layering in more
sophisticated monetization. Experiment with higher-value developer products, bundles,
or cosmetic systems that reward longer-term players.


Double down on social hooks: Games in this tier benefit from fostering friend-to-friend
play. Designing around group objectives or co-play bonuses can increase both frequency
and spend.


Overall, games in the 13-18 minute range have cleared the hardest hurdle: keeping players
meaningfully engaged. The next step is evolving from a good game into a breakout hit, by
driving higher session frequency and building monetization systems that capture the full
potential of their committed audience.23

2425th50th75th90th95th98th$5$15$25$35$0.91$1.71$2.61$3.42$27.17$0.68$1.13$1.72$2.25$8.49$11.71$31.0925th50th75th90th95th98th10%20%40%30%9.44%1.10%0.29%11.46%1.61%0.46%13.55%2.79%0.80%18.20%5.15%1.44%23.60%7.88%1.94%32.30%8.54%2.99%25th50th75th90th95th98th12431.11.82.233.43.6RetentionAverage session countMonetizationSession length: 0-3 minutes2025 Roblox game-level benchmarks D1D7D30ARPPUAvg. price per transaction

19-24 minute session length
By the time a game reaches the 19-24 minute average session range, it has crossed into
bona fide hit territory. The daily session counts are higher than any of the earlier ranges,
with the median player logging nearly two sessions a day and the top performers at 3+
sessions. This shows that players are not just staying longer per session, they’re coming
back consistently too.

Retention metrics reinforce this picture. Day 1 retention climbs into double digits across
the board, with the 90th percentile nearly doubling what we saw in the 13-18 minute
grouping. Long-term retention is especially striking: at the 95th percentile, nearly 8% of
players are still around at Day 7, and almost 2% are still active at Day 30. These are
standout numbers that separate successful games from the pack, and prove these
experiences are not only onboarding players effectively but keeping them engaged

over weeks.

Monetization tells an even stronger story. The average revenue per paying user makes a
big leap compared to earlier groups, with the 95th and 98th percentiles shooting far ahead:
ARPPU spikes into the high 20’s and low 30’s. Average transaction size follows the same
pattern, suggesting that committed players are not just spending, but spending big. This is
where well-crafted game passes, premium cosmetics, and high-value consumables clearly
find traction.

For developers, the challenge shifts at this stage:

Double down on live-ops: Seasonal updates, rotating events, and regular content drops
are crucial to sustain momentum.

Keep communities energized: Strong retention numbers signal that players want to
stay. Give them reasons to keep coming back through social play, co-op goals,

and competition.

Expand monetization variety: Lean into high-value game passes and consumables, but
ensure there are options for both light spenders and whales.

Focus on scalability: At this level, stability, moderation, and community management
become just as important as content itself.
Games in this bracket are proven hits. The task is no longer just hooking players. It’s
maintaining growth, managing communities, and ensuring that engagement and
monetization do not plateau.25

2625th50th75th90th95th98th$5$10$15$20$1.70$2.12$2.82$6.40$11.41$0.97$1.29$1.62$3.43$6.76$9.68$15.8725th50th75th90th95th98th10%30%20%8.82%1.39%0.29%10.76%1.82%0.50%12.32%2.91%1.20%18.86%5.86%1.45%24.79%6.44%1.92%25.41%7.01%2.87%25th50th75th90th95th98th24861.12.233.84.96.7RetentionAverage session countMonetizationSession length: 0-3 minutes2025 Roblox game-level benchmarks D1D7D30ARPPUAvg. price per transaction

25+ minute session length
At 25+ minutes, we’re looking at Roblox’s deepest engagement tier – the games that hold
players the longest and pull them back the most often. Daily session counts spike
significantly in this group: the median player logs over two sessions per day, while the 95th
percentile is nearly five, and the very top (98th percentile) is close to seven. This data
illustrates that not only are these games sticky in terms of single-session duration, but
they are also driving repeat engagement within the same day at higher levels than any
other tier.

Retention follows a similar high ceiling as the 19-24 minute group. Day 1 retention is well
into double digits across the board, with top-performing games holding nearly one in four
players past that first day. D7 and D30 numbers also push the upper bounds of what Roblox
games can realistically achieve, strong signals that these experiences have found their
audience and are sustaining them over time. That said, there is not much more room to
grow here; this tier is essentially the plateau for retention performance.

Monetization tells a more complex story. While ARPPU levels are high (with the best games
driving $10+ per payer), the numbers are not uniformly stronger than the previous tier. In
some cases, they even come in lower. The average transaction size shows similar
variability: some games are converting big-ticket purchases ($6–$9+), but the spread is
wide, suggesting not every long-session game is automatically monetization-optimized.
Just because players spend 25+ minutes in your game does not guarantee they’ll spend big
– design still matters.

For developers at this level, the challenge is not hitting baseline metrics, it’s refining
systems to keep pace with high expectations:

Lean into session depth: Players are already staying a long time. You should make sure
late-session loops stay rewarding and avoid fatigue.

Protect and evolve your repeat session loop: Games in this tier already excel at

re-engagement, so the focus shifts to keeping those loops fresh and monetization-rich
without burning out the audience.
Tighten monetization design: Big session times do not guarantee spending. Ensure
your progression, bundles, and cosmetics align with the value players are

already demonstrating.

Sustain through live-ops: Regular content, events, and meta-layer updates are the only
way to hold these high engagement levels over months.

Games in the 25+ minute bucket are at the top of the mountain: they’ve cracked the code on
both onboarding and retention. But the margin for error is small. Developers here must
continue tuning content and monetization carefully to avoid players slipping down into
shorter engagement ranges. Or worse, churning out altogether.27

Conclusion
Roblox has reached a scale where success is no longer about luck – it’s about climbing a
measurable ladder. This report shows how games progress from fragile early releases with
short sessions and low retention, to fully mature hits sustaining millions of players and
driving meaningful revenue. Each rung on the ladder comes with its own challenges: first
proving your hook, then establishing repeat play, then scaling retention and monetization
without burning players out.

For developers, the path forward is clear. Use the benchmarks in this report to locate
where your game sits today, then focus on the right problems for that stage. Trying to scale
monetization before you’ve solved retention, or chasing retention before players even
understand your hook, is a recipe for wasted effort. The most successful studios align their
priorities with their position on the ladder.

To make this concrete, the data points to a simple playbook:28
Roblox’s ecosystem is competitive, but also full of opportunity. By understanding where you
stand against benchmarks and applying this checklist step by step, you can move your
game from a prototype to a habit – and from a habit to a hit.
Win the first two minutes: Ensure clarity, fast onboarding, and an immediate sense

of reward.

Build reasons to return: Use quests, streaks, offline progression, and co-play systems
that draw players back daily.

Layer depth for Core Users: Progression, cosmetics, and social loops keep your most
engaged players grinding for 20+ minutes.

Tie monetization into engagement loops: Design spend that reinforces reasons to log
back in, not just one-off purchases.

Optimize for recurring spend: Focus on bundles, battle passes, and renewable offers
that encourage weekly or daily repeat purchases. The Roblox growth checklist Emily YuanBasket Studio
“GameAnalytics has been a game changer for delving into the performance of our
Roblox titles. Its ability to track custom events offers us a level of insight that’s
really valuable. We’re now uncovering aspects of player behavior and game
interactions that were previously overlooked. It’s a great tool for any Roblox
developer looking to deeply understand and enhance their game.”

About GameAnalytics
GameAnalytics is a top provider of analytics, data management, and market intelligence for mobile, Roblox, PC, and VR/AR games, offering powerful tools that deliver deep insights into player
behavior and external market dynamics. With over 13 years of industry expertise, 100,000 monthly active games, and over 27 billion daily events processed through their platforms,

their data-driven tools help developers optimize their acquisition, monetization, and engagement strategies.

From real-time analytics and performance reporting to LiveOps capabilities and advertising insights, GameAnalytics supports every stage of development – whether you’re building, growing
your audience, or optimizing your portfolio at scale.

Join the leading studios, developers, and publishers transforming data into actionable insights.29Tools for R oblo x creatorsAnalytics: Easy setup, countless insights
With our official Roblox SDK, you get professional-grade analytics built to scale your
experiences. Track player behavior, measure gameplay performance, monitor
revenue growth, and power brand reports with real in-game data. Everything you
need to optimize, monetize, and grow.Get started freeLearn more 90K75K+5%+2%DAUMAUPlaytime90K2.25M12m 24S Data Management: Your data, your rules
Get instant access to your Roblox game data with ready-to-use pipelines and APIs,
without a need for custom infrastructure. Export data to your existing tech stack,
integrate via API, build custom dashboards, and fuel advanced analyses with

event-level data for full flexibility and control.Talk to SalesLearn more
game_id: 999999,

{ : “3”,

: “1cc0dc37-294a-46ad-853b”,

: “ios”,

: “ios 11.0”,

: “apple”,

: “Source:Coins:Reward:Muscle”,

: “Regular”,

: “Journalist”,

: “TestGroupB”,

: “US”

}
“session_num”
“session_id”
“platform”
“os-version”
“manufacturer”
“event_id”
“custom_03”
“custom_02”
“custom_01”
“country_code”

gameanalytics.com

LinkedIn

Facebook30