From creating virtual experiences to selling tickets within games and social media, Hollywood is trying to capture the attention of young fans in places they frequent.

When Roblox first launched on Xbox in 2016, it offered only 15 curated games, no account linking, no cross-platform play, and no access to the wider catalog of user-generated content.

Roblox is trying to push hard with its ads in 2025, but it's coming at the cost of the creator studios that make the game great.