Supporting Japan’s Digital Economy: Roblox’s Role in Empowering Users, Creators, and Influencers

Japan is home to one of the world’s most influential gaming industries, and its creative heritage now extends into user-generated platforms. Roblox, as a creator-driven platform, is contributing to this evolution by empowering creators, users, and influencers across Japan’s digital economy.^[1] This study, which draws on data provided by Roblox and Access Partnership’s surveys of creators, users, and influencers in Japan, highlights how Roblox is shaping participation in Japan’s digital economy.^[2]

Creators are building, earning, and exporting globally

Through its free, beginner-friendly development tools, Roblox lowers the barriers to entry for creation, providing an accessible pathway for anyone to create digital experiences. At the same time, its Developer Exchange Program enables creators to monetize their work globally.^[3] Survey findings revealed that Japanese creators are monetizing their content on Roblox through various channels, with game passes, in-experience purchases and developer products being the top channels for monetization.

The platform also offers Japanese creators a global stage. With 151.5 million daily active users (DAUs) worldwide, Roblox enables creators to export cultural styles rooted in anime, manga, and community-based play.^[4] Many local creators have grown their international audience — 56% of players and 57% of creator earnings on Japanese Roblox games come from outside Japan.

These benefits have translated into measurable financial outcomes for creators: between Q4 2022 and Q4 2024, the number of creators eligible for payouts grew by 415%, and total payouts grew by 78%.

Users receive meaningful value through play and learning

Roblox also offers Japanese users a free platform where play meets learning. Roblox users in Japan perceive that they receive USD 90.7 million (JPY 13.7 billion) of value through their use of Roblox annually, with an average user in Japan deriving USD 121 (JPY 18,300) of value annually (equivalent to approximately three months of average Internet bill).^[5] This is measured as consumer surplus — a difference between what consumers are willing to pay for a good or service and what they actually pay. To users, the benefits facilitated by Roblox include learning opportunities, entertainment, and fostering community.

As a result, Roblox is gaining traction across the country. Between Q4 2022 and Q4 2024, DAUs in Japan grew by 120%. The average Roblox user has played or created Roblox experiences for approximately seven years. These users are distributed across the country, with the highest shares in Tokyo, Saitama, and Kanagawa prefectures.

Influencers are shaping the next wave of interactive content

Roblox also supports a growing network of Japanese influencers who produce and share immersive content across online platforms. These influencers use Roblox’s interactive worlds to connect with audiences in real time, blending entertainment with creativity. Roblox empowers influencers to express their creativity across diverse content formats. The platform’s open-ended design allows influencers to experiment freely with genres ranging from gameplay commentary and tutorials to roleplay storytelling, live collaboration, and educational explainers.

Roblox’s global footprint is strengthening the visibility of Japanese influencers. Nearly 56% of surveyed influencers agreed that Roblox has helped them attract an international audience, with an average of 47% of their followers residing outside Japan. For many, this has become a meaningful income stream — 60% of respondents indicated that Roblox contributes significantly to their income, with 44% of influencer income, on average, tied to Roblox-related content. As the popularity of immersive content continues to grow, 31% of respondents plan to increase the volume of Roblox content they produce over the next two years.

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^[1] A user-generated platform is a platform where users can create, design, and publish content or experiences, enabling participation not just as consumers, but also as creators of content.

^[2] Access Partnership conducted a survey of 203 creators, 202 users, and 210 influencers in Japan between September and October 2025.

^[3] Roblox’s Developer Exchange Program allows eligible creators to cash out their earnings on the platform once certain criteria are met. For more information, please refer to this link: https://en.help.roblox.com/hc/en-us/articles/203314100-Developer-Exchange-DevEx-Overview-How-to-Submit-Requirements

^[4] Data as of Q3 2025.

^[5] This refers to the value that users would be hypothetically willing to pay to access Roblox, or, conversely, what they would be willing to accept to forego access to Roblox. As Roblox is available for free, the entire sum of the “willingness to pay” value can be used to estimate the consumer surplus generated from using Roblox (since there is no cost to accessing the platform). Refer to the Appendix for more information on the estimate.