Why Roblox Is Everywhere Right Now
episodePreviously titled “Why Are LeBron James and Charli XCX on Roblox?” — renamed by the publisher on Aug 5, 2026
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What is Roblox and why is it significant for kids today?
Mitä tänään syötäisiin? Mitä tehdä, kun jääkaappi on tyhjä ja ruokaa pitäisi saada pöytään nopeasti? Miten selvitä viikon ruokahuollosta voittajana? Mä oon Minna Kuukka ja muun muassa näihin asioihin syvennyn tunnettujen vieraiden kanssa koruan Mitä tänään syötäisiin? podcastissa. Kuuntele Mitä tänään syötäisiin? podcast Spotifyssa ja saat ratkaisuja arjen ruokahuollon ikuisuuskysymykseen. campsite media Hey everyone, Natalie here. We're talking about something kid-centric again this episode, even though I myself don't have kids, and I know a lot of you listening don't either.
How do celebrities like LeBron James and Charli XCX influence Roblox?
But we wanted to do this because the scope of Roblox, the cultural phenomenon we're discussing today, goes way beyond just stuff that kids are into. I mean, some of the biggest figures in culture are there, in Roblox, shilling things. LeBron James did Nike's SponCon on Roblox, and before Brat launched her to superstardom, Charli XCX did a whole Samsung-sponsored virtual concert in the game. I just said so many brand names, I feel like I should be getting paid for it. And that's what this story is about. Rampant consumerism, the future of advertising, and maybe, actually, just what all tech feels like today. All right, here's the episode. Thank you all so much for coming back to Infamous this week, a Campside Media and Sony Music Entertainment production.
So we are going to talk about something that is not at all near and dear to my heart, but extremely present in my home, which is Roblox. It is a juggernaut, culturally, financially, driving the parents of America insane.
What makes Roblox different from traditional video games?
Apparently really, really entertaining the kids. I have a nine-year-old son who insisted on dressing up as Tung Tung Sahar for Halloween, for those people who know what that is. Which, you know, we were walking around on the streets of New York City, and some people had no idea. And then other people were like, what? What? I can't believe it. That is so cool. Cool, again, not being something I would use to describe Roblox, but very much in the minority because, as Bloomberg reported, two-thirds of all U.S. kids between 9 and 12 use Roblox. Crazy. So we have Sam Biddle here today to join us. He is currently a technology reporter at The Intercept. He was a staff writer at Gawker, if any of you guys read that back in the day.
And he wrote an incredible feature about Roblox for New York Magazine, trying to figure out, like, what is this thing all about? And how can adults, parents and not reckon with it? So welcome, Sam.
Very happy to be here. Thanks for having me. And I can say the only thing that makes me feel older than referring to Gawkers back in the day is Roblox. So...
How does Roblox use advertising to engage young users?
It truly is something. I mean, I think you have a line in your story saying it feels like a video game created to repel parents. Like there's so many different things going on when you look at it. You kind of can't believe like what what is this? What are you even looking at? I don't. This isn't Frogger. This isn't Smurfs. Can you describe what it looks like when you log on?
As you say, I mean, like the games that I grew up playing, if one of my parents walked into the room, they would at least have some intuition that it was like, you know, a game like Mario. You know, you're jumping on things. It's pretty straightforward. And I am like a lifelong gamer and that kind of nerd. Roblox is easily the most inscrutable thing I've ever encountered on a computer of any kind. Visually, mechanically, as I say in the New York Mag article, I think part of its appeal is that it is so alienating if you are above the age of 12 or 13. I think also part of what makes it so confusing is that it's not one game. It is a platform that hosts and provides access to thousands and thousands and thousands of different miniature games.
But they all look like that famous place in Tokyo, like Shibuya Crossing. They all look like a million different people walking a million different ways.
Yes, it is visually super overwhelming.
What are the potential dangers of Roblox for children?
Exactly. With like enormous blaring billboards.
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Chapters
8 chapters
1
What is Roblox and why is it significant for kids today?
0:00–0:43
2
How do celebrities like LeBron James and Charli XCX influence Roblox?
0:43–2:00
3
What makes Roblox different from traditional video games?
2:00–3:13
4
How does Roblox use advertising to engage young users?
3:13–4:39
5
What are the potential dangers of Roblox for children?
4:39–6:28
6
How does Roblox's virtual economy affect kids' spending habits?
6:28–7:46
7
What ethical concerns arise from children creating content on Roblox?
7:46–9:09
8
What does the future hold for Roblox in terms of safety and innovation?
9:09–38:54