Roleplay, a trending genre on Roblox, is a natural fit for brands here at Basket Entertainment. As players create their own stories through play, they come back day after day to keep those stories going with their friends.
Brands can become part of those everyday moments through the outfits players try on, the shops they browse, and the places they hang out.
Basket runs more than 300 games on Roblox, with over 200 million monthly players across them. Our roleplay games have had huge success. The Family Life collaboration with Love Shack Fancy trended, and the Monster High and Nickelodeon collaboration broke records.
Newzoo found that Roleplay & Avatar Sim was Roblox's most popular genre, with 116 million daily visits between Q1 2021 and Q2 2025. It also found that the genres that work on the platform are social, trend-driven, creative and easy to jump into. Roleplay checks all four. A session needs no fixed objective, because players make up the story themselves.
Players are also spreading out. In Roblox's Q2 2026 shareholder letter, the top 10 games took about 20% of hours, down from 30% three years ago, and games outside the top 10 grew their hours by 25% over the year. Roblox doesn't break out roleplay, so tying that shift to the genre is our reading. We think a story shared with friends is one of the best reasons to log back in.
Chat drives a lot of it. Roblox says co-play makes up a large share of playtime, and it is rebuilding chat after age checks cut into it. Global Chat averaged 30 million messages a day in June. Roleplay turns that talk into gameplay.
In the US, daily users and hours among players over 18 grew 32% and 27% year over year. Among 18 to 34 year olds, they grew 42% and 37%. Roblox says its age-checked data is an estimate and can't be compared directly with older self-reported numbers. Daily users also grew 67% in Japan and 64% in India, against 6% in the US and Canada.
Our bet is that both groups want shared spaces. Older players want somewhere to hang out with friends. New regional audiences want communities that speak their language. Roleplay worlds give them both, and studios can localize each world one community at a time.
We think fashion and beauty brands should put roleplay worlds in their core channel mix. Gen Z and Gen Alpha already spend their time there dressing up, styling and showing themselves off. No other format lets a brand be experienced this directly.
Fashion gets worn. On a product page, a garment just sits there. In a roleplay world, a player puts it on, walks it into a scene and watches other players react. Roblox counted an average of 274 million avatar updates a day in the first half of 2025, so players change their look all the time. For a fashion brand, that means the clothes become part of someone's story.
Beauty gets a sensory experience. Roblox's makeup tools support physically based rendering, so creators can build glossy lipstick, highlighter and metallic eyeshadow. Players see finish, shine and color shift in different light while their friends watch. We think that is the closest a screen gets to trying a product, and beauty brands that get texture right will stand out.
Personalization works for everyone. Roblox says a look made once can be worn on any avatar, whatever its face or form, and players can layer items however they like. We see that as the real strength for these categories. No default face, body or shade range exists for a customer to adapt to, so every player builds a look that is theirs.
Roblox's own research with Ipsos shows why players do it. Among the Gen Z makeup users surveyed, 82% said makeup matters to their self-expression, 77% said it makes them feel more like themselves, and 83% were interested in wearing their favorite brands on an avatar. And 76% said it would make them more likely to consider that brand in real life. Roblox ran the survey, so read it as a signal, not a guarantee.
Viral hits will keep arriving. What lasts is a world players keep returning to with their friends, and roleplay is where that habit forms. Fashion and beauty brands should show up where players wear, try on and personalize. At Basket we work by one rule: don't interrupt gameplay, become part of it. The brands that do it now will shape what comes next.
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