Roblox Introduces Regional Pricing to Boost Global Reach and Developer Earnings

Roblox Corporation is rolling out a new Regional Pricing system aimed at making in-game items more accessible across global markets.

Traditionally, in-game purchases on Roblox used a flat pricing model—players from Brazil, Vietnam, or India paid the same amount in Robux as those in the United States. That changes now. With Regional Pricing enabled, Roblox will automatically suggest region-specific prices for in-game items. 

The goal is to lower economic barriers and make purchases more appealing in regions with weaker currencies.

For example, Roblox demonstrated that an item priced at 199 Robux in the U.S. might only cost 139 Robux in Brazil—a 30% decrease tailored to local affordability.

Creators Remain in Control

While Roblox automatically applies regional pricing recommendations, creators still maintain control. They set the base price and can choose which items should be subject to localized pricing. 

According to Enrico D’Angelo, Roblox’s VP of Economy, “This system helps creators serve their business goals while allowing more international users to participate in the Roblox economy.”

Big Ambitions: Capturing 10% of Global Game Spending

This move is part of Roblox’s broader strategy to capture 10% of the global gaming content market, which is valued at around $180 billion. 

While pricing items lower in weaker-dollar regions may yield less revenue per transaction, Roblox believes increased affordability will lead to higher overall spending and stronger engagement from international players.

Early tests show promise: developers saw a 17% boost in spending from Mexican users, 26% in Brazil, and 52% in the Philippines after implementing localized pricing.

Protection Against Price Manipulation

Roblox has addressed potential abuse, such as users attempting to spoof their location via VPNs. According to the company, users detected using VPNs will not gain access to regional discounts, and those with unverifiable locations will be shown the default (highest) global prices. Roblox uses a mix of signals to verify user locations and maintain pricing integrity.

Regional Pricing Builds on Price Optimization Tools

This system builds on the success of Roblox’s Price Optimization tool, launched in 2024. That tool analyzes in-game transaction data to help creators identify optimal prices. 

Roblox reports that eligible creators who tested Price Optimization saw median earnings increase by 4%, and in some cases, significantly more. For instance, the popular game Slap Battles saw a 15% earnings boost after applying optimized, lower prices.

What’s Next?

Roblox plans to extend Regional Pricing to avatar items and developer products later this year. The platform is also working on additional merchandising tools to help developers promote their content across more in-game surfaces.