You may not have heard of game platform Roblox, but if you have kids or even just know some, you’ve probably met some players on the hugely popular portal. That’s because – the company has just passed 100 million monthly active users.

Popular games within Roblox include Jailbreak, in which some players are criminals trying to escape from prison and go on rampages like a low-poly GTA Online while other players act as the police. Since the "Robux" earned by creators in Roblox can be exchanged for real-world money, the designers of Jailbreak are now millionaires.

You can think of Roblox as being a combination of a social community, a game development platform, and a hub for games. Over the 10+ years it has been running, it’s proven to be a great hit with the 9-12 demographic. It’s also acted as a funnel, bringing new developers into the company who once were among the ranks of its players.

To celebrate hitting 100 million monthly users, Roblox is giving players a free accessory for their avatars—a pair of shoulderpads shaped like piles of gold bars.

Taking that marketplace to the next level, while maintaining the “safe, civil, and diverse community” that Roblox holds itself and its members to, is the company’s next big goal. The details there will be a hot topic at the fifth annual Roblox Developers Conference in Burlingame, CA, which takes place next week. There’ll probably be fewer cheerleaders there, but the game platform you may never have heard of is well worth taking seriously.

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