Roblox 2025: New Records, Platform Specifics, and What's Important to Gen Z

Roblox is also looking back at 2025. In July, Grow a Garden broke the Guinness World Records achievement for the most concurrently played video game, with 21.6 million users playing simultaneously. Then in September, Steal a Brainrot beat that record, reaching over 25 million concurrent users. In August, 45 million users played together one Saturday morning (platform-wide).

The year's top three searches overall were: Brookhaven (created in 2020), Grow a Garden (created in 2025) and Steal a Brainrot (also created in 2025). In Germany, the top search terms were: 1. Steal a Brainrot, 2. Horror, 3. Obby, 4. 99 Days in the Forest, and 5. Tower. However, there were also search terms in Germany that did not appear in the top 100 in other countries, including 'football', 'horses' and 'German Voice'. Further information about the data collection process can be found at the bottom of this page.

Roblox also highlights that brands play a key role in how Roblox users express themselves and influence IRL purchases.

"Because virtual fashion is comparatively low-cost and low-friction, it's easy for people to experiment before purchasing IRL. More than two-thirds of surveyed Roblox users said that their physical purchasing decisions are influenced by digital trends, with 88% using digital fashion as a preview tool before buying actual physical clothing, and 64% were extremely or very likely to consider a brand in the physical world after wearing it virtually. 70% of surveyed Gen Z Roblox users have worn branded digital fashion and 60% of users think it's either extremely or very important that their avatar wears clothes from recognized brands." (Roblox)

• "68% of Gen Z users surveyed believe that brand style options must fit the game theme, especially in role-playing games (56%) and fashion experiences (54%).
• 69% agree that branded avatar items help them try out new styles and express themselves. 54% feel more positive about brands when they can express themselves through them.
• 94% of Gen Z users surveyed explored a brand's real-world offerings after receiving free avatar items.
• 87% of Gen Z users feel more comfortable expressing themselves offline after experimenting with their avatar. 76% say that style experiments in immersive spaces are very important.
• Users are 6.3 times more likely to believe that they can express themselves more authentically through avatars than through photos on social media."

"Users on Roblox don't just play; they actively shape culture and even guide physical world purchasing decisions based on their virtual identities," said Roblox Vice President, Head of User and Discovery Product Raj Bhatia. "For Gen Z and Gen Alpha, Roblox has become the dominant digital space where identity, culture, and community show up every day. And they're not just consuming culture; they're shaping it."

The situation varies depending on the platform. On smartphones, content involving horror, escapes and obby is preferred, mainly in the form of direct challenges. On tablets, users primarily search for creative experiences, such as "Build a Plane" or "Dress to Impress", taking advantage of the larger touchscreens. On consoles, users search for popular titles in genres such as Sonic, football and basketball. In the field of virtual reality, Roblox users seek experiences that exploit the capabilities of their hardware and immersive technology, searching for terms such as "VR Hands". PC users often search for complex games based on mechanics, such as role-playing or fighting games. One particularly popular game was "Deepwoken", a paid RPG with permanent character loss, a vast open world, and numerous secrets to discover.

This research relied on two complementary data sources: aggregated Roblox platform search data, and a national survey of Gen Z Roblox users. Insights into the platform were derived from Roblox search activity collected between 1 January and 9 November 2025. Due to the high volume of data, analyses of the top search results were conducted using a random sample of 1%, providing a reliable view of search trends while enabling efficient processing at scale. In May and August 2025, Ipsos conducted two online quantitative surveys among 1,600 U.S. Gen Z respondents aged 13–28, applying quotas to achieve a 50/50 male/female split. All participants were required to have used Roblox within the past 30 days, and respondents were recruited through Ipsos' online research panels to ensure representation within the target age range.