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Understanding Roblox Metrics: Measuring Game Success

Breakdown of the main metrics to measure a game's performance.


Over the past several years, brands across a wide variety of industries have built custom Roblox games to reach young audiences. From auto makers (Lamborghini) to retailers (Walmart) and sports organizations (FIFA) to luxury fashion designers (Gucci), large companies are realizing that Roblox is a great platform to increase brand awareness and foster a new generation of fans and future customers.

Understanding key metrics is important for brands that want to know how their game is performing, and they are also relevant for brands that are considering building a game of their own on the platform.

But how do you measure success when you're building or evaluating a Roblox game? There are a lot of different elements of a game that you can measure. Which of them is important and why?

Here's my list of important metrics brands should consider when building or evaluating a Roblox game.

Key Metrics for Custom-Built Roblox Games

1. Visits

  • Definition: The total number of times players have entered your game.

  • Importance: High visit numbers indicate strong initial interest and can be a sign of effective marketing or appealing game design.

  • Where to Find This Metric: On a game's detail page, alongside other metrics

2. Retention

  • Definition: The percentage of players who return to your game after their first visit.

  • Importance: High retention rates suggest that players find your game engaging and worth coming back to, which is crucial for long-term success.

  • Where to Find This Metric: This data is not publicly available. It is only available to the game's developer via Roblox analytics.

3. Engagement Time

  • Definition: The average amount of time players spend in your game during a session.

  • Importance: Longer engagement times mean that players are captivated by your content, which can lead to better monetization opportunities and greater chance of organic discovery via the Roblox algorithm.

  • Where to Find This Metric: You can look up a game and its engagement time via the website

4. Unique Players

  • Definition: The number of distinct players who have played your game.

  • Importance: Tracking unique players helps you understand the reach of your game and its ability to attract new users.

  • Where to Find This Metric: If a game has a "Welcome" badge displayed on its game details page, you can see lifetime unique users by seeing the "Won Ever" total.

5. User Rating

  • Definition: The average rating given by players, who can either give an upvote or downvote.

  • Importance: A high user rating indicates player satisfaction and can enhance your game's visibility on the Roblox platform.

  • Where to Find This Metric: Search for the game on Roblox and then look at the percentage number next to the thumbs up icon.

6. Custom Interactions

  • Definition: Game-specific metrics such as levels completed, items collected, or quests finished.

  • Importance: These interactions provide deeper insights into how players are engaging with your game. For example, tracking the number of levels completed can help you identify if certain levels are too difficult or too easy.

  • Where to Find This Metric: Again, this is not typically public information. It is usually only available to the game's developers. However, if the game has badges, you can see how many people have completed different tasks.

For brands who have built a custom Roblox game, monitoring these metrics and actively developing insights can help you increase your game's performance.

For brands researching competitors' Roblox games, these metrics can help you set industry benchmarks and target objectives.

Stephen Dypiangco is a Roblox marketing and strategy consultant helping entertainment and sports brands enter Roblox.

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