Roblox Enhances Reward Model for Creators

The Roblox Corporation has announced a new rewards system for creators on its platform, replacing the old Engagement Based Payouts (EBP) program with Creator Earnings. Starting in July 2025, developers will be rewarded based on user engagement and their contributions to platform monetization. This change aims to align incentives, ensuring that content creators who generate revenue for Roblox receive a more significant share of the profits.

The Roblox Corporation has historically faced criticism over revenue sharing with its creators. This new model represents an effort by the company to appease the developer community, which is crucial to the wide range of experiences on the platform. The transition aims to create a more equitable environment for those who dedicate time and effort to creating content.

Details of the New System and Expected Impact

The new Creator Earnings program will operate based on two main pillars:

1. User Engagement: Creators will continue to be compensated based on the time players spend in their experiences, similar to the EBP model. This method incentivizes the creation of content that keeps users engaged for long periods.
2. Contribution to Monetization: A significant portion of revenue will be allocated to creators who contribute to platform monetization, meaning those whose experiences generate sales of Robux, the game's virtual currency. This is the unique aspect of the new system, aiming to reward the economic value generated by developers.
    

The Roblox Corporation expects that this change will encourage the creation of high-quality experiences that not only retain players, but also motivate them to make in-game purchases. The company seeks a more symmetrical relationship with its creators, acknowledging the value they add to the platform's economy.

The implementation of Creator Earnings in July 2025 will be a test for the Roblox Corporation. The reception from the developer community will be crucial. Previous moves by Roblox to increase the revenue share percentage for creators, such as in 2023 when the company increased the value of Robux developers receive per dollar spent, indicate a trend towards greater transparency and fairness in its economy. However, the platform still faces challenges in balancing the company's profit with the financial sustainability of its creators.