The exact figures are a little hazy, but in 2020 Roblox told Bloomberg that two-thirds of all US children between the ages of nine and 12, use the game.

Like YouTube, Roblox started as an online stage for young creators. As the company grows toward 100 million active daily users, contributors are making big money selling games.

In just under two months, a Roblox user-created game called Grow a Garden has become a massive hit.