ROBLOX Builds to New Heights - 2012 Brings Tremendous Growth

SAN MATEO, CA--(Marketwire - Jan 22, 2013) - ROBLOX, the largest user-generated content site in videogames and the #1 entertainment site for kids according to comScore, has released data showing dramatic growth in 2012.

For the year, ROBLOX yielded its highest number of gameplay hours and views yet:

• Builders and players spent over 176.3 million hours in gameplay, a 50% increase over 2011;
• 149 games experienced at least 1 million plays, a 70% increase; and
• Total page views reached 13.3 billion, a 37% increase.

ROBLOX dominates the comScore Kids Category in five separate areas, coming out on top in average daily visitors, total minutes, total page views, total visits, and average visits per visitor. ROBLOX also leads all game sites in total page views according to comScore.

The number of visits to the site rose to 685 million for 2012, a 66% annual increase; December alone saw 11.5 million unique visitors, a 54% increase over December 2011. A stunning 86% of new ROBLOX users in 2012 came through word of mouth; WOM accounts grew 56% over 2011. As of January 2013, 35.8 million accounts have been created on ROBLOX.

ROBLOX offers millions of user-created worlds and game levels to explore. In 2012, for the first time, four games topped 10 million plays, and 149 places garnered at least one million plays each.

Some of the top user-created games and places on ROBLOX in 2012 include:

• Base Wars: The Land, developed by an 18 year old builder from Hong Kong; received 15,189,409 plays. Base Wars: The Land is a real-time modern battle game where great teamwork is the key to winning.
  
  
• Paintball!, developed by a 17 year old builder from Massachusetts; received 14,114,928 plays. Paintball! is a team-based first person game, similar to what you might play in real life. It's the Red team vs. the Blue team to win the round (by most points, flag captures, etc.) and players can level up to unlock new paintball gear.
  
  
• Catalog Heaven, developed by an 18 year old builder from Illinois; received 12,108,593 plays. Catalog Heaven is a social game where you can try on and test practically any hat, gear, face, or package from the ROBLOX catalog.

"ROBLOX gives builders the tools and freedom to put their imaginations into action," said David Baszucki, CEO. "Our community's commitment to building, sharing, and playing on ROBLOX is evolving in spectacular ways, and these 2012 numbers show how exciting and engaging user-created content can be for desktop and now mobile experiences."

ROBLOX's accelerated growth in 2012 is complemented by the popularity of its recently released ROBLOX Mobile app, where users play ROBLOX on the iPad, iPhone, and iPod touch. The app is available in the iTunes store for free and brings a substantial subset of the ROBLOX desktop experience to mobile, including the ability to discover and play user-created levels, browse user-built models, and purchase user-crafted avatar clothing. Since July, there have been more than 250,000 downloads of the mobile app; in December, more than a third of all ROBLOX Mobile users played at least 10 times, turning ROBLOX into a mobile habit.

The performance of the ROBLOX marketplace also captures the impressive entrepreneurial behavior of the online community, heavily comprised of 8-16 year olds. Players are able to build digital assets, including clothing such as shirts and pants, and then sell or trade these to other members using virtual currency called ROBUX. In 2012, more than 17.6 billion ROBUX -- equivalent to $176 million USD -- changed hands among users in the ROBLOX economy. This activity represents a 150+% increase in virtual currency exchanged since 2011.

Looking forward to 2013, David Baszucki commented, "We're not going to hope for a lucrative year in 2013, we're going to build one... and our community will build it with us."

About ROBLOX
ROBLOX is a leader in the area of user-generated content creation and aggregation. ROBLOX is ranked #1 among kids entertainment sites in the US for daily visitors, total minutes, total page views, total visits, and average visits per visitor (comScore, December 2012). On ROBLOX, builders create elaborate online environments that simulate the real world, then share and play them with the community. Drawing over one billion page views and 29 million in-game hours each month, ROBLOX's vision is to become the world's premier online physics-based building system.