Roblox direct-pay households were most likely to also pay Steam and Nintendo
Likelihood of paying each merchant versus active U.S. card-panel households, July 2025–June 2026; 1.0× = equal likelihood
Likelihood versus active U.S. households
Source: YipitData U.S. Credit & Debit Panel. Roblox direct-pay households n=60,082; active panel households n=4,337,143. Direct/web Roblox billing only. Microsoft includes gaming and non-gaming purchases; Steam, Nintendo, and Blizzard are the cleaner gaming comparisons.
Chart data
| Series | Likelihood versus active U.S. households |
|---|---|
| Steam | 5.07× |
| Nintendo | 4.51× |
| Blizzard | 3.47× |
| Microsoft | 2.63× |
How many Roblox direct-pay households also paid one of these gaming merchants?
Of 60,082 households, 53% (31,915) also paid Microsoft, Nintendo, Steam, or Blizzard. Among roughly 31,600 of those co-paying households with comparable spend data, 76.4% spent more there than at Roblox; average observed spend was about $353 versus $111. Because app-store Roblox billing was unavailable, the spend comparison is directional.
Was this pattern just part of broader household spending?
These households were 1.42×–2.37× as likely to pay six everyday merchants, below the 2.63×–5.07× range for the four gaming merchants. Microsoft mixes gaming and non-gaming purchases, but Steam, Nintendo, and Blizzard still exceeded the everyday range. This shows the gaming pattern was stronger than the cohort’s general spending lift; it does not establish causality.
Assumptions & Methodologies
We analyzed 60,082 U.S. households with at least one direct Roblox card transaction from July 1, 2025 through June 30, 2026 and compared the share paying each merchant with 4,337,143 active card-panel households. We divided the Roblox-cohort share by the panel share; 1.0× means equal likelihood. Everyday comparisons were Amazon, Netflix, Hulu, Spotify, Starbucks, and DoorDash. Roblox app-store billing and some competitor mobile billing were unavailable; Microsoft includes non-gaming purchases. The cardholder may not be the Roblox player. Results are household-level associations, not evidence of substitution, incrementality, or ad conversion.