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I’ve arrived in the middle of a vast expanse of what looks like green LEGO plastic subdivided into fenced lots. Mozart’s “Turkish March” plays sourcelessly over a chorus of meowing cats and squeaking mice. A signpost with my name on it indicates that one of these lots of Gumby-colored virtual earth is mine, and it is embarrassingly barren. In contrast, the neighboring garden, belonging to a stranger going by Level12Arsonist, resembles a neon Eden, bulging with glowing vines, buzzing bugs, monkeys, and exotic fruits. I plant a carrot seed and wait for it to sprout. I’m informed I can buy a “bug egg” with funds drawn directly from my in-game checking account, though I have no idea exactly how much this costs or what it might do. Level12Arsonist, in a gesture of goodwill or perhaps pity, sends me a friend request. I am currently playing one of the most popular online video games on the planet.

Grow a Garden, available on the app Roblox, is an exercise in patience. As the name suggests, the premise is almost Zen-like, requiring nothing more of players than planting seeds and waiting — and waiting some more — for them to mature. Then they harvest their crops, sell them for “Sheckles,” an in-game currency, and gradually reinvest their profits in more seeds and more waiting. Or they can simply spend real money on Robux, Roblox’s universal virtual currency, to skip the waiting altogether and transform their plot of land into a verdant oasis.

Roblox features millions of such games, many of them generated by the very children who play them. Grow a Garden — essentially a remake of the legendary time-waster FarmVille — recently smashed Fortnite’s all-time popularity record for concurrent users; at one point this summer, roughly 22 million people were playing at the same time. Grow a Garden is outpacing prestige games with development budgets approaching those of Hollywood blockbusters, put to shame by Roblox’s blocky graphics, a blurry mix of Minecraft and South Park. Grow a Garden was created by an anonymous teenager.

Despite, or perhaps because of, its primitivism, tens of millions of people around the planet love Roblox deeply, sincerely, and with more zeal than anyone loves just about anything else on the internet, their obsession spilling over into YouTube fan accounts, conferences, meetups, and a thriving industry of third-party coding studios. The platform’s popularity is staggering. In 2020, as Facebook continued to watch its share of the global adolescent attention span slide, Roblox told Bloomberg that “two-thirds of all U.S. kids between 9 and 12 years old use Roblox, and it’s played by a third of all Americans under the age of 16.” This year, Roblox reported 111.8 million average daily active users. Like many budding tech companies, it has yet to turn a profit, but it estimates it will end 2025 with around $4.5 billion in revenue and has a market capitalization of nearly $90 billion.

Where Mark Zuckerberg’s efforts to create a “metaverse” failed so profoundly his company pretends it never tried in the first place, Roblox presses onward with a living and breathing metaverse that has developed organically over time and with much less Wall Street fanfare. Co-founder David Baszucki describes the company’s mission with a phrase that has the ring of early Facebook idealism: “Connecting a billion people every day with optimism and civility.”

The reality of Roblox is less benevolent. It’s difficult to define this world, which is sprawling and diverse, with any precision. Brookhaven, which has been played more than 71 billion times and typically hosts 500,000 simultaneous players, offers gamers a virtual cityscape where they can act out fantasy lives as baristas, ICE officials, or simply pedestrians. Some games are hardly games at all; I spent longer than I will ever admit in a Roblox world consisting of nothing more than users waiting on a digital line for their turn to be cradled in the arms of an unlicensed Shrek sitting on a giant outhouse toilet. (Shrek Line, at the time I write this, has been played more than 25 million times.) Many popular Roblox games lean heavily into the “brain rot” cultural genre popular among internet-addled children with gameplay mechanics seemingly designed to be as incoherent or absurd as possible. Steal a Brainrot, for example, has gamers watch a procession of 3-D models based on Italian AI-slop memes that they can then buy and steal from one another as they avoid getting hit with baseball bats or slapped by giant hands. This game has been played more than 19 billion times, according to company metrics.

Like any platform synonymous with children, Roblox has become associated with their predation. According to data compiled by Bloomberg Businessweek, between 2018 and 2024, more than two dozen adults have been arrested on suspicions of abducting or abusing victims they met or groomed using Roblox. In one notorious case, a New Jersey man was sentenced to 15 years in prison after Ubering a 15-year-old girl he’d met on Roblox to his home, where he repeatedly sexually abused her. In recent months, Roblox’s stock has been buffeted by reports that it will soon face hundreds of lawsuits alleging that it has facilitated the sexual exploitation of minors, even as it touts a raft of new safety features to protect children. Furthermore, because many of its games are created by children who often see little or no remuneration, Roblox has been accused of being a largely unregulated, multi-billion-dollar child-labor operation.

These are serious problems. The bad headlines, however, can obscure other issues that may not be as sensational but are nonetheless widespread, affecting the teeming millions of children who hang out unsupervised in this vast playground. Despite heightened awareness of the dangers the screen life poses to children, parents seem largely unaware that Roblox is a wholly different animal from the usual smart-phone addiction. It’s a place where some of the most insidious trends of the contemporary internet — gambling, compulsive distraction, mindless consumption, and overall enshittification — have hardened into governing realities.

Company executives say it’s a site for unparalleled creative expression. “At the very highest level, one of the things we believe about Roblox is it should be really easy to create,” VP of engineering Nick Tornow told me in an interview. “We believe in the creation of anything, anywhere, by anyone.” But what executives are less willing to acknowledge, at least among those who aren’t the company’s shareholders, is the degree to which this great unruly world created by children has since been engineered to hook them on gamified consumption. What Roblox most resembles is a mall — if a mall could be limitless, free of the confines of brick and mortar. The kids in this mall are ostensibly doing normal mall things, the stuff you may remember doing when you were that age: gossiping, listening to music, goofing around, shopping, trying on outfits — and being asked at every turn to pay for, say, plants for their garden. Roblox presents players with a lopsided choice: the thrill of watching a tomato plant grow, free of charge, or the instant gratification of a lush, instantly generated garden at a price.

And there’s so much more: a virtual universe besieged by corporations and advertisers looking not only to make money but to embed themselves deep in children’s psyches. Even a few hours spent in the game’s various and ever-multiplying worlds is enough to make the shopping malls of old look like a Quaker youth retreat. The Robloxverse is a vision of hallucinatory hypercapitalism that dazzles and entertains as it extracts money from the young and inexperienced and impatient, immersing them in a degraded iteration of the internet where slop and the market and social media are totally integrated. Roblox’s legions of devoted fans see no such thing — only a chance to play, chat, and explore. It’s unclear whether Roblox executives, or the children’s parents, even care that this might be an illusion.

Roblox was founded in 2004 by Baszucki, a Canadian American radio host turned software engineer, and Erik Cassel, who died from cancer in 2013, making Baszucki, now worth an estimated $7 billion, the company’s best-known executive. He has taken a quieter approach to tech billionairedom and has little apparent interest in immortality, combat sports, or dismantling the administrative state. In contrast with his more reptilian fellow chief executives in Silicon Valley, Baszucki is kindly and avuncular in public appearances, like a friendly bespectacled neighbor you would trust to watch your kid — or millions of kids.

Baszucki envisions his metaverse eventually spreading to the worlds of work and family, but for now he........

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