• by Colin Kirkland , April 21, 2025

Roblox is planning to offer creators more incentives for expanding their in-game businesses to users based in different regions across the world. 

With a new “Regional Pricing” feature, the virtual gaming company is pushing globally inclusive experiences -- building on creator tools like autotranslating  -- by determining the optimal prices for in-game items specific to local economies.  

“Without Regional Pricing, users in Vietnam or Brazil would pay the same price as users in the United States to access an experience’s economy,” the company states in a recent post. “With Regional Pricing enabled, prices are automatically optimized for each user’s local economy and updated periodically as Roblox’s virtual economy – and the global economy in the physical world-shifts.”

For example, if an item costs 1,000 Robux (the in-game currency) in the U.S., Regional Pricing would charge 700 Robux for users in Brazil, and 500 Robux for users in India.

According to Roblox, early testing saw creators increasing the percentage of users spending in their experiences by approximately 17% in Mexico, 26% in Brazil, and 52% in the Philippines. 

The feature will allow creators to set the base price of their in-game items and choose which items are priced regionally by Roblox’s algorithm. Creators will also be able to pair the feature with the game’s current “Price Optimization” tool, which helps determine the best prices for in-game items. 

Price Optimization has resulted in a median earnings increase of 4% for creators, Roblox says. By lowering prices overall, the company saw that earnings increased due to items’ attractiveness to a broader audience. 

Roblox’s Vice President of Economy Enrico D’Angelo told The Verge that the company has taken necessary steps to make sure its Regional Pricing tool is designed to avoid the risk of arbitrage, citing “zero cases” of abuse in early testing.