Can You Build a Real Business on Roblox?

Roblox has over 150 million daily active users, a million concurrent hits, and some of the fastest game iteration cycles in the industry. So why do so many Roblox games still fail to become real businesses? We sit down with Nick Tornow, SVP of Engine and Creator Engineering at Roblox, and Zach Letter, CEO of WonderWorks, to unpack how discovery really works on the platform, why small teams are outperforming traditional studios, and what it actually takes to build a sustainable Roblox company in 2025.Questions we answer in this episode:● Is Roblox a place to build hits or a place to build real companies?● What do outsiders still misunderstand most about Roblox in 2025?● Why are small teams able to ship hit Roblox games in just 5–6 weeks?● How does Roblox discovery actually work, and which metrics matter most?● Why is user acquisition so different on Roblox compared to mobile gaming?● What kinds of games are working now that didn’t work a few years ago?● Can traditional mobile or AAA studios succeed on Roblox, or do they need to become “Roblox-native” first?● How important are community, influencers, and social co-play to growth?● Why is ad revenue still such a small monetization pillar for most Roblox studios?● What will a successful Roblox studio look like three years from now?Michail Katkoff | Nick Tornow | Zach Letter