Roblox has mixed news for parents who wring their hands over their children rotting away from video games: your little monsters never have to unplug now that they can keep playing the site's games on their iPads and iPhones.
Some comfort, however, should come in the fact that Roblox, the top entertainment site for kids according to ComScore, doesn't just go in for frenzied adrenaline jolts: users customize avatars and can actually create their own games. Roblox founder and CEO David Baszucki, with a background in 3D simulation, developed the platform as a way for kids to self-create. His editing tool, Roblox Studio, allows users to build out 3D games using virtual blocks not so different in appearance from a structure in Lego or Minecraft. That's not to say there's no violence, though. Showing off the iPad app with a chaotic shooter game, Baszucki died twice in such rapid succession he could barely demonstrate the easy touch controls.
Fighting games are among the most popular on Roblox, but the simplicity of its engine means kids can go at each other without the gore of a console game like Call Of Duty. And with 9.6 million games overall, many of the 29 million hours of gaming each month come from non-shooting offerings such as "Live Rich and Famous!" or Risk-type strategy games. As FORBES’ Alex Knapp wrote in January, the massive game library can teach computer science and structural design while getting kids’ feet wet in the world of e-commerce through Roblox’ dual virtual currencies.
The majority of that learning (and shooting) will remain on computers for now, as Baszucki admits that his core user base—young kids, especially boys between 8-14—trails older demographics in smartphone and tablet ownership. But Baszucki claims that 3 out of 10 Roblox users right now already have access to tablet devices through parents, gifts or hand-me-downs. The site itself presently has 30 million user accounts and 10 million monthly unique visitors, making it the top kids entertainment site according to comScore. That 30% thus would mean a tablet base already in the millions.
Roblox hopes this added connectivity boosts already strong growth for the year: the company says the equivalent of $5 million in its ‘Robux’ virtual currency, and Roblox will generate over $20 million in revenue for 2012. Roblox operates a freemium model; its premium club memberships suppress banner ads seen by free users while allowing the trade of more virtual items. Roblox also works with retailers like Lego for immersive ad campaigns that include special games and items alongside the typical banner ads.
Gamers will be able to sign up to download the iOS app for free. As Roblox determines how to monetize its app, Baszucki says the company may limit the game selection on iOS devices to a selection of its new and popular choices, charging a fee to reach the full long tail of the ecosystem.
The move to iOS is the logical first step for Roblox as it builds out its platform, but the company plans to reach users wherever they connect and want to play. “I’m playing on the iPad against people on PCs and Macs right now,” Baszucki says as his avatar is wasted by a rocket to its blockish face. “We’ll be looking at Kindle and Androids, too.” Until then, parents who give kids their first iPhone or iPad this holiday season may want to encourage them to think creatively and download the Roblox app alongside their Temple Run.
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