Roblox has games again
Roblox is reverting to a terminology decision it made five years ago. After switching from using the term “games” to “experiences” across its website and mobile apps in 2021—during the high-profile Epic Games v. Apple antitrust trial—the platform is now returning to “games” as its primary descriptor.
The reason for the original change was strategic: during a period when legal challenges to app store practices were intensifying, shifting language to “experiences” served to distinguish Roblox from traditional games and emphasize its user-generated content platform nature. However, the company has now concluded that the terminology change backfired.
“Over time, we’ve learned that ’experiences’ isn’t an intuitive term for many parents, older players, and game developers,” said Juliet Chaitin-Lefcourt, a Roblox spokesperson, in a statement to The Verge. “‘Games’ is clearer and better reflects what Roblox is and where we’re heading.”
The rebranding effort illustrates the challenges platforms face when attempting to reshape public perception through language. While the 2021 shift was intended to position Roblox as something distinct from traditional gaming platforms, it ultimately created confusion among key audiences—parents who use the term “games,” older users unfamiliar with the “experiences” terminology, and game developers considering the platform for their projects.
This reversal suggests that Roblox has recognized the importance of communicating clearly with its diverse user base, prioritizing clarity over legal positioning.