In Graphic Detail: As ‘Grow a Garden’ booms, a new report shows the marketing power of Roblox

Roblox is officially the home of the most popular video game of all time — but marketers are still unsure of the platform’s value as an advertising channel.

This is despite a recent boom in attention on the platform. On June 16, “Grow a Garden” — a Roblox experience in which users can feed and grow virtual plants and animals — surpassed 16.4 million concurrent active users, overtaking Fortnite’s 2020 Galactus event to become the most popular video game in history by peak concurrent players. Last week, the game shattered its own record, swelling to 21.6 million concurrent users.

The expansion of “Grow a Garden” has put a spotlight on the continued growth of Roblox, regardless of marketers’ demands for more transparency about the value of Roblox advertising.

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