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All kids want for Christmas this year … Robux and gaming subscriptions

today 11/30/2023
Roblox gift cards were available for purchase at a store in Krakow, Poland on July 5, 2023. A mother from Missouri, Nicole Randol, shared on a Facebook parenting group that Target was offering a 40% discount on Robux, the virtual gaming currency for Roblox. Her post received a significant response, with many parents rushing to buy the gift cards before they sold out. Randol purchased two $100 Robux cards for her sons, who were expecting to receive only $20 worth. This holiday season, young people are more interested in receiving virtual currency like Robux and Fortnite V-bucks, which provide access to exclusive games and features, compared to physical video games and other toys. Platforms like Roblox, Fortnite, and Minecraft have millions of daily users, and a recent study by the Entertainment Software Association found that a majority of children and teens want video game-related gifts, including gaming subscriptions and in-game currency. These virtual gaming currencies allow users to purchase virtual items for their avatars and even create and sell their own. While the concept of virtual gaming money is not new, platforms like Roblox continue to expand their economies to keep players engaged. However, Roblox did not disclose specific sales data for Robux during this holiday season. Gaming subscriptions, such as Xbox Game Pass and PlayStation Plus, are also gaining popularity, offering access to a library of games for a monthly fee. As toy sales are expected to decline this year due to the sluggish economy and prioritization of essentials, the average consumer spent less on traditional holiday purchases. In addition to virtual currency and subscriptions, "cozy" games that provide non-competitive and relaxing experiences are growing in popularity. Console advancements have made interactive experiences more dynamic, appealing to a wider range of players, including parents who grew up playing games. With discounts on gaming consoles and bundle deals, retailers are attracting customers. However, discounted toys from popular brands like Barbie, Lego, Hot Wheels, Squishmallows, and LOL are also in high demand. Despite the rise of subscriptions and gaming currency, the size of gifts under the Christmas tree may be smaller this year.
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