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(It was formally founded in 2006, and became COPPA compliant in 2007). “We’ve been around for about ten years, but the company started taking off about two years ago,” says Donato. Roblox also saw more monthly visits during the month, for both kids and teens.Īround half Roblox usage is on mobile, with 40 percent on desktop and 10 percent on consoles. And Roblox came into second place for teens, behind YouTube. To determine its position in the state of the entertainment industry, Roblox had comScore compile data on how it compares to other online entertainment properties during the month of December 2017, and found that kids under 13 were spending more time in Roblox (51.5M hours) than on YouTube, Netflix or other social properties. Today the company is announcing these metrics and others, along with news that it’s now cash-flow positive having generated hundreds of millions in 2017 billings, up 150 percent over last year. It’s now bringing on a CFO, Mike Guthrie, previously CFO at TruCar, to help it figure out its next steps. Roblox, in other words, is hitting its stride. “The top creators on the platform – which are typically high school kids – are making two to three million dollars a year,” notes Donato. (The company splits revenue from the games with creators, keeping about 30 percent after payment processing and hosting costs.)
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Roblox says it paid out more than $30 million to its creator community in 2017. The games themselves are all free-to-play, with the creators instead charging for virtual items that kids can buy with virtual cash called Robux. 1,500 of those titles have topped 1 million views.
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Those 11 million titles were produced by over 2 million creators, up from 1 million creators the year prior. To date, there are over 15 million user-generated games on Roblox, with over 11 million titles released last year alone.
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By high school, those who have learned to code start to customize their games even further.
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Users often start off by playing Roblox in elementary school, then in middle school download Roblox Studio, the company’s creation engine, to build their own games and experiences. That’s why the company of ten years only really began to take off a couple of years ago – when there was finally enough user-generated content to keep kids engaged.
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And sometimes record long YouTube videos of them just goofing around in the game.Īlso of note, everything in Roblox has been built by other players, typically kids or young adults. There are also “report abuse” features, and Roblox scans all user-gen content before it’s added to the platform.īut often, kids aren’t using in-game chat – they’ll call each other on FaceTime and play Roblox together. Kids can chat in the game, which is moderated both automatically to filter out bad words, as well as by human moderators. “It’s like a virtual playground where they tend to jump from game to game with their friends – almost like jumping like I used to jump from the swing set to the monkey bars.” “A lot of kids come to Roblox to play with their friends,” explains Craig Donato, Roblox Chief Business Officer. They customize their own characters, and then do things like run through obstacle courses, build the roller coaster of their dreams, pretend to be a superhero, ride a hot air balloon to a castle in the sky, go scuba diving, run a pizza parlor, and much more.īut more importantly, kids aren’t generally playing alone. Roblox users tend to be young – ages 8 through 18 play the game, though the core demographic is really more 9 to 15.įor those unfamiliar, Roblox is a universe of user-generated 3D virtual worlds, where kids can engage in open-ended play.