Is Roblox Really Free?

The secret to free gaming apps’ success is that they aren’t totally free. Many gaming apps use a business strategy called a freemium model to earn money. They try to attract as many users as possible with free games, then offer paid upgrades and other premium items that users can buy. In Grow a Garden, for example, paying users can access Crimson Thorn and other valuable seeds that are almost never available to free users. That makes it easier for paying users to excel at the game. 

Freemium models count on at least some users to spend money for an enhanced experience. “Most players will just play the game without paying,” says David Taylor, a video game analyst. “But the games are able to make enough money to sustain a business through the [portion of] players who are willing to pay.”  

In the U.S., gamers spent an average of $19.56 a month on in-game purchases in 2023. That’s according to a report from Activate, a media consulting firm.

Roblox generates most of its revenue by selling Robux, an in-game currency that costs real money. Players can purchase Robux on the platform or through app stores. They can also buy gift cards loaded with Robux. One dollar is roughly equivalent to 80 Robux, but the rate varies depending on a variety of factors—like how much you purchase at a time and certain promotions.

The secret to free gaming apps’ success is that they are not totally free. Many gaming apps use a business strategy called a freemium model. That helps them earn money. They try to attract as many users as possible with free games. Then they offer paid upgrades and other premium items that users can buy. This happens in Grow a Garden, for example. Paying users can access Crimson Thorn and other valuable seeds. Those are almost never available to free users. That makes it easier for paying users to excel at the game. 

Freemium models count on at least some users to spend money for an enhanced experience. “Most players will just play the game without paying,” says David Taylor. He is a video game analyst. “But the games are able to make enough money to sustain a business through the [portion of] players who are willing to pay.”  

In the U.S., gamers spent an average of $19.56 a month on in-game purchases in 2023. That is according to a report from Activate, a media consulting firm.

Roblox generates most of its revenue by selling Robux. That is an in-game currency. It costs real money. Players can purchase Robux on the platform or through app stores. They can also buy gift cards loaded with Robux. One dollar is roughly equivalent to 80 Robux. But the rate varies depending on several factors, such as promotions and how much you purchase at a time.

Once a user’s money is converted into in-game currency—such as Robux or Fortnite’s V-Bucks—there is no shortage of ways to spend it. 

Just about every game has upgrades available for purchase—including skins, or outfits, for your character. Players can shop for items like special powers and unlock new levels to gain advantages over other users. In Subway Surfers, for example, players can buy power-ups that enable them to run faster and avoid obstacles. And in Blue Lock: Rivals, Emery’s favorite Roblox soccer game, you can purchase special effects that make the goals you score look more impressive. 

Emery estimates he has spent about $100 on Robux over the past four or five years. “What I can buy in Grow a Garden and Blue Lock: Rivals would help me progress through the game more and get better stuff,” he explains. 

Those incentives are a money-making strategy, Taylor says. Platforms know that many users want to win. So they give paying users big advantages that can help them outplay more experienced non-paying users—in some cases, even if the paying players are brand-new to the game. 

Dollar signs often equate to in-game success, says Taylor. “It’s referred to as pay-to-win mechanics. You can become a much more powerful character if you pay money than if you don’t.”

Once a user’s money is converted into in-game currency, like Robux or Fortnite’s V-Bucks, there are many ways to spend it. 

Just about every game has upgrades you can purchase. Those include skins, or outfits, for your character. Players can shop for items like special powers. And they can unlock new levels to gain advantages over other users. One example is in Subway Surfers. Players can buy power-ups that help them run faster and avoid obstacles. Another example is in Emery’s favorite Roblox soccer game, Blue Lock: Rivals. It lets you purchase special effects that make your goals look more impressive. 

Emery estimates he has spent about $100 on Robux over the past four or five years. “What I can buy in Grow a Garden and Blue Lock: Rivals would help me progress through the game more and get better stuff,” he explains. 

Those incentives are a money-making strategy, Taylor says. Platforms know that many users want to win. So they give paying users big advantages that can help them outplay more experienced nonpaying users. In some cases, paying players benefit even if they are brand-new to the game. 

Dollar signs often equate to in-game success, says Taylor. “It’s referred to as pay-to-win mechanics. You can become a much more powerful character if you pay money than if you don’t.”

Gaming apps also try to get players to spend money by keeping them logged on. Platforms know that the more engaged their players are in a game, the more likely they’ll spend money on it. So games use strategies like frequent updates, daily rewards, and big event giveaways to attract players and keep them coming back.

Grow a Garden, for one, set its user record during a planned update event. The game admins stocked large quantities of the game’s best seeds and tools for a few minutes at a time during the event. That kept millions of players glued to their screens.

Young users may be particularly tempted to spend money on in-game purchases once they become invested in a game, says Jill Murphy of Common Sense Media. That organization teaches families about safe technology use. “They’ve got entire lives in there or villages that they’ve built or farms that they’re growing,” she explains. “So they feel very connected to those games.”

Gaming apps also try to get players to spend money by keeping them logged on. Platforms know that the more engaged their players are in a game, the more likely they will spend money on it. So games use strategies like frequent updates, daily rewards, and big event giveaways. The strategies attract players and keep them coming back.

In fact, Grow a Garden set its user record during a planned update event. The game admins stocked large quantities of the game’s best seeds and tools for a few minutes at a time during the event. That kept millions of players glued to their screens.

Young users may be particularly tempted to buy in-game purchases once they become invested in a game, says Jill Murphy of Common Sense Media. That organization teaches families about safe technology use. “They’ve got entire lives in there or villages that they’ve built or farms that they’re growing,” she explains. “So they feel very connected to those games.”

Experts say tempting offers for game purchases can get kids—and even adults—in trouble. Some players get pulled in by platforms’ subscriptions for in-game currency. Those plans typically charge a player’s credit card a certain amount of money every month in exchange for a set amount of game money, often at a lower cost. On Fortnite, for example, subscribers get 1,000 V-Bucks, full access to several battle passes, and other special items for $11.99 a month. 

But those plans tend to be recurring. That means players are automatically charged every month unless they cancel their subscription—even if they don’t play the game. 

Single in-game purchases can also lead to trouble, experts point out. In many apps, buying something is as simple as clicking a button. The cost gets charged to a user’s credit card or taken from their bank account. “It’s easy to click them without knowing you’re actually spending money,” Murphy cautions.

Experts say kids can get in trouble from the tempting offers for game purchases. Adults can too. Some players get pulled in by platforms’ subscriptions for in-game currency. Those plans typically charge a player’s credit card a certain amount of money every month. In exchange, players get a set amount of game money, often at a lower cost. On Fortnite, for example, subscribers pay $11.99 a month. They get 1,000 V-Bucks, full access to several battle passes, and other special items. 

But those plans tend to be recurring. That means players are automatically charged every month unless they cancel their subscription. They are charged even if they do not play the game. 

Single in-game purchases can also lead to trouble, experts say. In many apps, buying something is as simple as clicking a button. The cost gets charged to a user’s credit card. Or it is taken from their bank account. “It’s easy to click them without knowing you’re actually spending money,” Murphy cautions.

Joey Ferri, a fifth-grader from Yorktown Heights, New York, found out the real cost of in-game currency the hard way. When he was younger, he used virtual money called gems to buy skins for his characters on Brawl Stars and Stumble Guys—without realizing that the gems cost actual money. His parents ended up getting a call from their credit card company. Joey had accidentally spent $3,800 on the games. “I felt sad and mad,” Joey recalls. 

His parents complained to the games’ makers and Apple. They eventually got their money back, but not every user is that lucky.

That’s why experts advise users to think carefully about what they are buying and why—and to consider whether they really need the item to enjoy the game.  

For the most part, Emery says the free versions of games work fine for him. “I just like that Roblox helps me connect to my friends,” he says. “We’re being entertained, and we’re spending time together.” 

—with additional reporting by Ellen Song

Joey Ferri is a fifth-grader from Yorktown Heights, New York. He found out the real cost of in-game currency the hard way. When he was younger, he used virtual money called gems to buy skins for his characters on Brawl Stars and Stumble Guys. But he did not realize that the gems cost actual money. His parents got a call from their credit card company. Joey had accidentally spent $3,800 on the games. “I felt sad and mad,” Joey recalls.

His parents complained to the games’ makers and Apple. They eventually got their money back. But not every user is that lucky.

That is why experts advise users to think carefully about what they are buying and why. And they suggest users consider whether they really need the item to enjoy the game.

For the most part, Emery says the free versions of games work fine for him. “I just like that Roblox helps me connect to my friends,” he says. “We’re being entertained, and we’re spending time together.”

—with additional reporting by Ellen Song