Roblox is expanding its e-commerce capabilities and revenue-sharing models to attract more creators and brands. The company announced at its annual Developers Conference that developers will now be able to sell physical merchandise through an integration with Shopify and keep between 50% to 70% of revenue from paid experiences, depending on the price. Additionally, Roblox is introducing an affiliate program rewarding creators for bringing new users to the platform. The platform aims to reach 1 billion daily active users and capture 10% of the global gaming market's revenue. New features like Party for easier social gaming and a generative AI project to enhance content creation were also unveiled. These changes are part of Roblox's broader strategy to diversify its user base and increase its appeal to traditional game developers.