The Roblox White Paper Arrives in Valencia: Key Takeaways from the Launch

On October 28, La Harinera in Valencia hosted the launch of the White Paper “The Medium of a Generation – Roblox in the Spanish-Speaking World”, promoted by Valencia Game City and produced with DeuSens and BrandNewVerse. The event included the presentation of the conclusions by Álvaro Monzón (DeuSens) and Arturo Larrainzar (BrandNewVerse), followed by two roundtables with developers, creators and brands. Here are the key takeaways.

Roblox in the Spanish-speaking world: a huge, under-tapped market

Roblox has grown from 32 million users during the pandemic to 127 million today, nearly five times as many. About 76 million of them are Spanish speakers, with around 5 million monthly users in Spain alone. Five of the eleven countries that search for “Roblox” on Google the most are Spanish-speaking, and the term outranks Fortnite and Minecraft in search volume.

Yet the value Roblox generates in Spain is only €6.5M, behind Poland, France, Germany and the Netherlands. Spain has more users than Sweden or the Netherlands, but far fewer developers. A key reason is that English remains the lingua franca of development.

Generation Alpha: gaming as the public square

The White Paper starts from a data point that marks a change of era: Generation Alpha is the first to spend more time per week on video games (5.2 hours) than on social media (5.1 hours), ahead of on-demand TV (4.4 h), linear TV (4.0 h) and music (4.0 h). It is the first generation to have learned to socialize in virtual environments before physical ones.

For this generation, gaming plays the role of the public square: it is where people meet up with friends, compete, cooperate and talk. The data comes from Newzoo’s Global Gamer Study 2024, one of the sources compiled in the book.

Roundtable 1: the people building on Roblox

The first panel, “The professional development of video games on Roblox”, brought together Arturo Larrainzar (BrandNewVerse and Fleeverse), Fabio “Fabiox99” (Project Insomnia Studios), Sergio López (Loop First) and Diego “KraoESP”, a content creator with 3.3 million subscribers.

Two ways of growing stood out. Fabio, who runs a 22-person studio, bets on a loyal community built from scratch with no advertising. Sergio treats his game as a marketing product and reached the top 7 of 2 million active experiences with Grow a Chicken Fighter. Both agreed that the first 30-60 seconds and the bounce rate in the first 3 minutes are decisive for the algorithm, and that around 95% of monetization comes from in-game purchases.

Among the challenges, the biggest is AI-powered game copying, which makes it possible to replicate an indie game in hours, although Fabio is more skeptical since AI also speeds up his own development. The panel also discussed the lack of professionalization in the Spanish-speaking ecosystem, and safety and moderation with young audiences. Roblox is responding by segmenting the platform into “Kids”, “17+” and “18+”.

Brands on Roblox: minutes of attention instead of seconds

Across 226 brand experiences analyzed, average interaction is 8.7 minutes, versus about 18 seconds on TikTok. Since 2024-2025 the trend has shifted toward integrations within existing games. The Spanish-speaking market is about three years behind the global one, and 2026 is the year of most Spanish-language activity.

Roundtable 2: the Benidorm case

The second panel, “How to connect with new generations through gaming”, featured Leire Bilbao (Visit Benidorm Foundation), Yurena Escobar (Flecher.co and Fleeverse), Álvaro Monzón (DeuSens) and María Tinoco (València Game City) as moderator. Benidorm was the star case.

The goal was to reposition the city as a family destination and communicate its vertical sustainability model. The experience is a Tycoon where players build the world’s most sustainable skyscraper. The in-game currency is seeds, not coins, a deliberate choice to avoid consumerist associations. Sustainability is conveyed implicitly, and the city and its landmarks are woven into the narrative.

The results speak for themselves:

• Over 600,000 players and 1.2 million visits
• 18-minute average session, a record for a brand experience
• 6 visits per user
• 45% of players from Spain and 55% international, with no campaign outside Spain

Before launch, the experience was shown to local children. Their first reaction: “Why isn’t my school in it?”

How to convince a brand

The main barrier is that decision-makers simply don’t know Roblox: “if you don’t have young kids, you don’t know what it is.” In Benidorm, approval was unlocked by the precedent of the Canary Islands.

Roblox is not an advertising medium but an entertainment one, where interaction is voluntary. Today there are few brand experiences, hence the very high engagement, much like the first Google banners. At DeuSens we see it in projects such as TOTTO Super Camp, TOTTO’s first own experience on Roblox, which we developed together with BrandNewVerse.

Another route is the Duolingo model: activating external creators with brand assets, which produced hundreds of community-made games in a short time.

Ethics, protection and the future

Roblox bans tobacco, alcohol, automotive and sensitive content. Ads cannot target users under 13 (in some cases, under 16), and personal data, phone numbers and addresses are blocked automatically. The negative perception was attributed to poor handling of early cases and negative media coverage, although statistically incidents are more frequent on other social networks.

Looking three years ahead, Leire expects friction to fade as digital natives reach decision-making positions. DeuSens argued that Roblox is a social platform, not a video game, and that Generation Alpha and Gen Z value their digital identity as much as their physical one. Yurena summed up the moment: “I feel like it’s 2008 and I’m telling brands they need to be on YouTube.” The phygital opportunity is already underway: the Canary Islands are developing a franchise with characters inspired by local fauna and spin-off physical toys.

Download the White Paper “The Medium of a Generation”

The data and cases from this event are part of the White Paper: 100 pages of market information, cases and practical guides for brands, developers and educators, built with the voices of 18 industry professionals. Download the PDF and get the full report.

What you’ll find inside

• ✓A snapshot of the Spanish-speaking market and Generation Alpha, country by country
• ✓Analysis of 226 brand experiences by sector
• ✓The four ways for a brand to enter Roblox, and how to choose a developer
• ✓Advertising on Roblox and brand safety: formats, rules and limits
• ✓Five use cases with campaign data
• ✓The platform economy: Robux, revenue sharing and DevEx
• ✓A guide for developers: the UGC model, access to creation and Spain’s impact in Europe
• ✓Safety, moderation and parental controls for educators and families

Download the White Paper (PDF)

PDF · 100 pages · 11 MB (in Spanish)