Roblox creators earned $1.5B in 2025. The catalog economy is no longer hypothetical.

Roblox's 2025 DevEx payout reached roughly $1.5B, up from $922.8M in 2024 — a near-doubling in twelve months. That figure does not include the brand-side revenue from licensed Roblox experiences and digital wearables; it is purely the share that flowed to third-party creators. The growth curve is the loudest signal in virtual goods this cycle.

Layer in what is happening on the brand side. Gucci has been on Roblox since 2021, and a single digital Gucci bag famously resold for more than the physical version. Adidas launched a $20,000 Roblox necklace as part of a deliberate luxury-virtual experiment. Carolina Herrera sold a digital gown for $5,000 before the physical edition was even on shelves. These are not novelty PR drops; they are pricing experiments by serious brand houses on a platform that has hard, public revenue numbers.

The win-win pattern that keeps repeating

Across Roblox and Fortnite, the same three-way win shows up. Players get more, better, more culturally-relevant content. Studios get a deeper catalog without paying salary for it. Outside creators and brands get a real revenue line and a real audience.

GTA arrives on this same terrain with two advantages: an even larger built-in audience and a default aesthetic — cars, clothing, sneakers, watches, jerseys — that maps cleanly onto real consumer brands. The brands that already learned the playbook on Roblox and Fortnite will move first. The brands that have not need a partner who can compress the learning curve. That is the role IRL Meshworks is built for.