Report explores how Roblox can maintain older players as it becomes most-played game by total hours in H1 2026
Roblox has achieved the highest playtime of any game during the first half of 2026, accumulating 4.05 billion hours across PC and console platforms. This milestone coincides with new research from Newzoo and GEEIQ examining the platform’s expanding appeal beyond its traditional younger user base.
The report reveals that Roblox has successfully cultivated a valuable older player demographic, with players aged 16 and above demonstrating significantly higher spending engagement than broader gaming populations. Among these older Roblox players, 80% spent money on games in the past six months—substantially higher than the 59% spending rate among players who do not engage with Roblox. This disparity indicates that the platform’s maturing audience represents a highly monetised segment.
The joint research explores strategies for Roblox to retain this aging audience while maintaining its core younger user base, with findings carrying broader implications for traditional game publishers. The data underscores Roblox’s evolution from a platform primarily associated with children to one attracting and retaining adult players, while its unprecedented total playtime metric solidifies its position as a dominant force in the contemporary gaming landscape.