In early 2020, Roblox Corporation sought a partner who could help them build a player-focused gaming gift card program to deliver Robux for their runaway hit Roblox. The idea was to increase spend per minute while generating brand loyalty and engagement.
Through this collaboration, Xsolla integrated and prioritized a payment gateway for trusted gift card issuer Blackhawk Network On Demand into the Roblox in-game store and checkout experience. The program’s early success drove us to expand its reach, onboarding additional partners to form a robust network that allowed for broad distribution. This, in turn, led to organic, effective placements in the spaces where Roblox players live, shop, and play, including digital and physical retail locations.
This integration quickly grew their gift card program into a staple product, with a healthy and dependable revenue stream, lifting the Average Revenue Per Paying User (ARPPU) from $13 to $20, a 35% increase, while also boosting brand affinity and user loyalty. The Roblox gift card program is still going strong one year later, and shows no signs of slowing down.