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Sensor Tower · Abraham Yousef · December 2023
MMM: Roblox's Q3 2023 Earnings Recap; Black Friday Sees Increased Conversion Events
Roblox's stock rose after reporting strong 3Q23 earnings, with a 20% YoY increase in revenue. The company also highlighted material engagement growth. Sensor Tower's data can provide insights on consumer behavior during Black Friday, particularly around app usage and conversion rates for top retail apps.
Key Takeaways:
Roblox reported a 20% YoY increase in DAUs on their 3Q23 earnings call, in line with Sensor Tower mobile app DAUs, up 29% YoY
Within the PvP game category, Roblox ranks as the top app by MAUs out of the 750+ that are tracked; the top 5 games in the PvP category have remained the same by rank from 2022 to 2023 YTD, including Clash Royale, Pokémon Go, Minecraft, and Subway Surfers
The biggest riser in rankings is EA Sports FC™ Mobile Soccer, moving up 4 spots to 7th overall, increasing its market share by .11% while the rest of the top apps slightly declined
Roblox is the game with the highest percentage of its digital US ad spend on TikTok, with 45% of its budget allocated to that channel. Data from Sensor Tower’s Ad Intelligence finds that the brand reached a 1.01% share of voice (SOV) on TikTok’s ad network in 3Q23 as a result of its heavy investment on the platform
The top 5 brands by increased conversion events when comparing this holiday weekend (11/24-11/27) to the previous seven weeks (10/1-11/20) include Bath & Body Works (4.8x), Best Buy (4.2x), Amazon (3.7x), Kohls (3.2x), and Madewell (3.2x)
Major retailers, primarily Amazon, Target, and Walmart, experienced spikes in US downloads and conversion events on Black Friday. Downloads on 11/24 surged across the three companies, up 83% DoD for Walmart, followed by Target (58% DoD) and Amazon (32% DoD), respectively
For more information, request the full report from reports@sensortower.com.
