Roblox to Offer NFT-Like Collectibles; FTC Fires Shots on Sponsored Content

At Roblox's developer conference, the company said creators can now create and sell their own items for avatars, such as hats and clothing. Photo: Roblox

Kaya Yurieff

Roblox has faced criticism that it’s difficult for young game developers—also referred to as creators —to earn money from its online gaming service. The company’s developer conference on Thursday tried to paint a rosier picture. Roblox said it now has 1.3 million creators earning money on the platform. It’s on track to pay $500 million to these developers this year.

Roblox also said it is improving its sponsorship opportunities for creators and adding the ability for some developers to create and sell their own items for avatars, such as hats and clothing. These limited-edition items can be sold in set quantities or for a certain amount of time, similar to how streetwear retailers like Supreme create a perception of scarcity through “drops.” Previously, only Roblox created such items, typically in partnership with brands like Gucci.

CEO David Baszucki on stage hinted that creators could turn such items into digital collectibles similar to NFTs, although he didn’t get into specifics.