If that sounds familiar, you re not the only one. Roblox users under 13 grew from 9M in 2019 to 32M in 2024, with revenue jumping from $439M to $2.8B.

It s no coincidence that growth mirrored the COVID lockdowns, when kids were suddenly home all day and parents were working remotely. My daughter would say, All my friends are on Roblox, Daddy! and like most parents still mid-Zoom call, I caved.

Even now, I m still working from home. Our local after-school childcare never reopened, and others nearby filled up fast. So she s home while my wife and I juggle work and parenting and yes, homework comes first before any screen time!

A 6-month study we ran showed hybrid working is the new normal saving families across Ireland & the UK around 7K a year, but adding major afternoon stress. It also found Roblox was the most uninstalled app globally by parents, mostly due to inappropriate content and rising screen time.