• by Colin Kirkland , Yesterday

Over the past year, Roblox saw steady growth, building on previous player-engagement milestones, onboarding more Fortune 500 and 1000 companies and becoming a dominant force in the gaming space across the globe, according to a new report from Gamefam, a company that helps brands launch social gaming experiences. 

In 2025, Roblox boosted its user base by 70% compared to the previous year, with 152 million daily active users, far surpassing competitor platform Fortnite’s 30 million players.

Per the “State of Brands in UGC Gaming,” Gen Z and Alpha players are now spending an average of 2.7 hours per day on the platform -- even more engagement time than this cohort is spending on social-media platforms like TikTok (2 hours per day), Instagram (1.3 hours) and YouTube (1.2 hours).

Roblox-related content surpassed 1 trillion lifetime views this year on YouTube, highlighting how the platform’s content overflows onto more traditional video-sharing and social media apps. 

These young gamers were especially supportive of user-developed games. Three of the platform’s all-time top played games were released this year, garnering massive engagement numbers.

For example, “Steal A Brainrot” saw 47 billion visits over the past year, while “Grow A Garden” made headlines in major publications, attracting the most concurrent users ever reported in the video game industry. 

The game reached 47.4 million users over one weekend, which tripled Fortnite’s peak concurrent user count. 

According to Gamefam, more major brands made use of the rising interest in social gaming among younger global users, with over 600 brand games and campaigns launching on Roblox in 2025 -- up from 400 branded experiences launched the previous year.

In total, brand games on Roblox saw 2.8 billion visits and 32.6 billion minutes played.

However, Gamefam’s study found that integrating into previously established games was more successful at driving engagement than creating a stand-alone game. The top 10 brand integrations in 2025 attracted two times the player visits than standalone brand games. 

The top 5 brand games over the past year on Roblox include notable IPs such as Spongebob, The NFL, Sonic The Hedgehog, FIFA, and Mattel’s Barbie. Entertainment, media and toy brands and products performed the best on the platform compared to brands in other industries. 

With over 30 integrations, branded toy-themed games were up 50% year-over-year. 

Fashion brands were also popular among Roblox gamers. Per the report, Adidas, Old Navy, Nike, Coach, Puma, Crocs, and Ralph Lauren were among the 60-plus 2025 brand activations within the fashion and apparel industries. Adidas’ experience alone attracted 1.4 billion visits. 

In addition, the film industry made use of social gaming in general, with 12 of the year’s highest-grossing films across the globe activating experiences on Roblox or Fortnite. 

Gamefam’s predictions for the rest of the decade mark UGC gaming to reach over 900 million users by 2030.

In a statement, Gamefam’s CEO Joe Ferencz says he expects to see real-world IPs collaborating with UGC Roblox IPs more often, providing brands with unique and immersive targeting opportunities.