Within the ‘All Templates’ segment, people are given a multitude of landscape options to build their game upon: ‘Baseplate’, ‘Flat Terrain’, ‘Village’, ‘Castle’, ‘Suburban’, ‘Racing’, ‘Pirate Island’, ‘Western’, ‘City’, etc. Within the ‘New’ tab, the upper menu bar provides the community with the options of ‘All Templates’, ‘Theme’, and ‘Gameplay’. Once logged in, you'll be greeted with a panel on the left that contains the opportunity to begin creating a new game, and access the users’ previous, recent, and archived titles: ‘New’, ‘My Games’, ‘Recent’, and ‘Archive’. On a Window’s device, the Roblox’s user interface is reminiscent of the Microsoft Office package’s easy - to-use aesthetic. Once downloaded, Roblox Studio functions with a login system. Developers can earn Roblox’s virtual currency, Robux, and convert them into real dollars. The community members can launch their Roblox games on the platform and earn money from their creations when players buy in-game purchases: coins, skins, etc.

There's no way to cash out of Roblox, though, so the in-game economics are somewhat unhinged from reality.Roblox Studio offers a considerable amount of customization tools for free. Users can also earn Robux through in-game activities like running their own events and creating their own virtual goods and arenas. Items can then be re-sold for more virtual currency. The site makes money primarily by selling virtual currency (Robux), which can be used to purchase in-game items. Revenue in the four-year-old business is growing 75 percent a year, Baszuck says. 3 property in terms of engagement time for kids, he says, citing ComScore. CEO David Baszuck told me he's recording 19 million play hours a month from 5.7 million unique users. And among the 8- to -14-year-old set, Roblox is doing big business. That combo doesn't do much for me, but I'm decades from its target demographic. To me it looks like Second Life with MineCraft bricks. Parents might like its strong Lego vibe over, say, World of WarCraft.

One place many of them are going, boys especially: Roblox, an online world where you can build stuff and share it with other people. After kids hit 12 (and often before that), they vanish into computer games and online worlds. A friend in the toy industry tells me that he makes toys for little kids because you can't survive marketing to older kids.

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