Instead of toys or cash, children are wishing for in-game currency under the tree this holiday season

Much of Roblox’s $3.6 billion revenue in 2024 was made via in-game microtransactions, particularly through purchases of its virtual currency, Robux. As gaming platforms Roblox and Fortnite have exploded in popularity with Gen Alpha, it’s no surprise that more than half of children in the U.S. are putting video games high on their holiday wish lists.