$741M? Roblox can do better.

đŸŽ¶ Let's get analytical, analytical.

Author

Emily Burton
July 15, 2024

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It’s Monday and if you’ve ever longed for calm music with a deathly twist, Theorist Media has exactly what you’re looking for: a YouTube channel where “Lofi Girl meets a murder mystery.”

BUILDING BLOX

Roblox creators reeled in $741M last year. New analytics tools could send that number skyrocketing in 2024.

The launch: Roblox is giving creators more ways to evaluate and optimize their work. The sandbox platform has announced the debut of multiple new analytical features—including key events like Economy and Funnel—to provide enhanced tracking for developed experiences. Among other perks, those tools will give developers the ability to


  • Use Funnel events to follow behaviors like onboarding, progression, and shopping, and determine when players drop off.

  • Track the movement of Robux and determine what players spend money on with Economy events.

  • Track “qualified plays” (aka user activity more engaging than standard plays).

  • Discover similar experiences and track users’ engagement patterns.

Industry perspective: Creators have a lot to gain from those enhanced analytics. Devs earned a total of $741 million from Roblox’s creator program in 2023, with some individuals taking home as much as $23 million. Access to more insights—and, as a result, more optimization avenues—will likely lead to an even higher annual haul in 2024.

  • Roblox’s latest update is good news for brands, too. According to a recent survey, 75% of Roblox users say they are more likely to notice brands advertised on the platform vs. elsewhere.

  • The launch of advanced analytics tools ensures that more companies will be able to tailor ad campaigns specifically to those young players—a strategy Paris Hilton says has generated the same buzz as a $60 million ad campaign for her brand.

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HEADLINES IN BRIEF 📰

WATCH AND LEARN

A live Peacock show will let fans watch the Paris Olympics with Alex Cooper

The show: Alex Cooper is coming to Peacock. The Call Her Daddy podcaster and former Division 1 athlete will cover the 2024 Summer Olympics through a series of live broadcasts featuring comedians, celebs, and friends.

  • Partnering with Cooper is a smart move for the NBCUniversal-owned streaming service. As Hoda Kotb pointed out on a recent episode of Today, Call Her Daddy has risen to become Spotify’s #1 podcast for women, in large part because of Cooper’s popularity among Gen Z.

  • Now, the founder of The Unwell Network hopes her laidback event coverage will encourage both sports fans and novices alike to “watch us watch the Olympics” on Peacock:

“I understand the intensity and the determination and all that goes into these big moments. As a viewer at home, it’s a completely different experience
you want to chill, you want to be eating and drinking and schmoozing, so I thought, ‘How do I bring that to a show?'”

Alex Cooper via Today

The context: Streaming services and sports organizations are increasingly turning to creators to draw in young fans. From iShowSpeed’s recent signing with A.C. Milan to MrBeast’s NFL Sunday Ticket promotions, influencers have become go-to partners for media giants and athletic orgs seeking to gain a foothold with Gen Z sports fans.

  • Creators, in turn, are itching to prove that their signature content can succeed beyond social media. If all goes well, new and upcoming shows like Peacock’s Watch With Alex Cooper, Crave’s Made for TV with Boman Martinez-Reid, and Prime Videos’s Beast Games will demonstrate the adaptability of creator-made content to TV.

LISTEN UP đŸŽ™ïž

This week on the podcast


The Hawk Tuah Explosion: By now, you’ve probably seen a video of Hailey Welch—aka “Hawk Tuah Girl”—gamely participating in a risquĂ© street interview. That video went viral on platforms like TikTok overnight, leading Welch to quit her job, reel in 1.6 million Instagram followers, and join forces with a management team.

  • Check out the latest episode of Creator Upload to find out more about the Hawk Tuah explosion. It’s all right here on Spotify and Apple Podcasts.

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Today's newsletter is from: Emily Burton, Sam Gutelle, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort.eC