Advertising is Roblox’s biggest profitability lever. Older users already make up most of Roblox’s daily active users, and retaining them as they spend more could dramatically improve monetization.

A 19-year-old guy made a soccer video game called Blue Lock: Rivals on Roblox with help from co-developers. He made the game in just 3 months, inspired by anime and soccer. The game blew up fast and ...