Roblox has introduced a short-form video application and increased payout rates for developers, part of a broader strategy to grow engagement and diversify revenue streams, the company announced at its annual Roblox Developers Conference.

The new app, Roblox Moments, will allow players to capture, edit, and share gameplay clips on a dedicated platform within the Roblox ecosystem. Currently available in beta, the feature is modeled on the rapid-consumption style popularized by TikTok and YouTube Shorts. By enabling native video sharing, Roblox aims to retain some of the billions of views that user-generated Roblox content attracts on external platforms.

At the same event, Roblox unveiled an 8.5% increase in creator cash-out rates for Robux, the platform’s in-game currency. The change means developers will receive a larger return when converting their virtual earnings into real money. Roblox Chief Executive Officer David Baszucki said the creator community collectively earned more than $1 billion over the past year, with more than 100 games surpassing $1 million in annual revenue.

Scale and Growth Trajectory

Roblox continues to report large user numbers, with an average of 111.8 million daily active users in the quarter ending June 30. The platform has consistently positioned itself as more than a game hub, expanding into areas such as social interaction, commerce, and advertising.

Earlier this year, the company announced a partnership with Google to support a new ad format aimed at strengthening its nascent advertising business. The move signaled an effort to establish Roblox as a competitive player in digital media, leveraging both its user base and the immersive nature of its content.

The rollout of Roblox Moments reflects an attempt to broaden how users engage with the platform. By providing tools to create short-form video, Roblox is entering a format that has seen global growth across platforms.

Competitive Dynamics

The decision to launch a video product coincides with intensifying competition among platforms to host creator activity. YouTube, TikTok, and Twitch continue to serve as distribution channels for Roblox content, often reaching audiences beyond the game itself. By offering its own video layer, Roblox reduces reliance on third-party platforms and strengthens its position in the creator economy.

For developers, the higher payout rate offers a clear financial incentive to remain active. Roblox’s business model relies on a steady flow of new games and updates, making creator retention central to sustaining engagement. The adjustment to Robux conversion is designed to ensure that developers can capture more value from their work, aligning their interests with the platform’s long-term growth.

Implications for Brands and Agencies

For marketers, the dual announcement signals new opportunities. Roblox Moments could become a space for integrated campaigns, where creators showcase branded experiences directly within gameplay clips. Brands already active in Roblox through virtual goods and immersive activations may find additional exposure by working with creators who distribute content through the new video app.

The increase in creator earnings also raises the prospect of more professionalized development teams. With more than 100 games already generating seven-figure annual revenue, the ecosystem increasingly resembles an established creative economy.

As Baszucki told attendees, the goal is to enable creators to build meaningful businesses on Roblox. The combination of new tools and higher payouts reflects that ambition, situating Roblox at the intersection of gaming, social media, and the broader creator economy.

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