Roblox introduces regional pricing

Roblox has launched a new regional pricing tool for in-experience items as it aims to better adapt prices to different market conditions and reflect local economies.

These regional variations will also update periodically in line with real-world economies and Roblox’s in-game economy.

With this tool, introduced on April 21st, creators are able to select which of their items should be priced regionally, and Roblox will automatically adjust them to what is optimal for a region.

Although the value of a Robux hasn’t strictly changed, this will mean the number of Robux required for an in-experience purchase may vary by location. An item priced at 1,000 Robux in the US may cost 700 Robux in Brazil or 500 in India, for example.

Regional Robux

While selling items for fewer Robux may seem counterintuitive, early tests found that the regional model increased the number of paying users on Roblox by 17% in Mexico, 26% in Brazil and 52% in the Philippines.

Notably, this was based on tests with select, top experiences on the platform.

"Regional pricing provides one more way for creators to connect with a global audience easily," said Roblox VP of economy Enrico D’Angelo. "It automatically determines the optimal local prices for the in-game items creators sell in their experiences.

"Optimising prices for each region helps creators serve their business goals and allows more international users to participate in the Roblox economy."

The new regional pricing tool can also be used in tandem with Roblox’s Price Optimisation, which analyses unique user behavior and transactions within a specific experience to help suggest an item’s value to creators. This has increased median creator earnings by 4% since its rollout last year, Roblox claims.

D’Angelo added: "With the introduction of regional pricing and Price Optimisation, we’re providing creators with the tools they need to build global businesses. Next, we’re working on regional pricing for developer products and new ways for developers to merchandise their items across more surfaces."