Roblox morning briefing — October 3, 2026: Halloween opens tonight in four of Roblox's biggest games, and Ads Manager takes its Earnings objective to 30,000 games
Three developments for October 3: Dandy's World, Adopt Me!, 99 Nights in the Forest and Steal a Brainrot all open Halloween updates inside one evening, Roblox takes its Earnings objective out of beta for nearly 30,000 games with the first numbers on whether ads bring in new players, and a deleted account's username is now retired permanently.
Halloween opens tonight in four of Roblox's biggest experiences, Roblox's advertising team published the first evidence that its ads bring in players who would not have arrived otherwise, and a deleted account's username is now retired for good. All times below are CEST.
1. Halloween opens tonight in four of Roblox's biggest experiences
What changed. Roblox's own event listings carry the dates, and this is the busiest night the platform has had since the anniversary event closed on 28 September. One Halloween event is already open and three more start tonight. The event pages print their windows on a UTC clock, so each window below is given in Central European time.
Dandy's World — "Halloween Event!" opened on Friday at 21:00 and runs to 6 November. Its listing read 212.9K players attending when it was captured this morning, and BlushCrunch Studio, which runs the game, describes the event as returning "with some new tricks and treats" 1.
Adopt Me! — "ADOPT ME HALLOWEEN!" is the first of tonight's three, in a 30-minute slot on Saturday, 4:00 to 4:30 PM UTC, which is 18:00 to 18:30 here. The listing calls it a "Live Admin Abuse & Event" — the format where the developers play the live game in front of everyone — and says the first minigame opens with it, with Candy Corn to collect and spend on "brand new EVENT EXCLUSIVE pets". 768.5K accounts had marked themselves interested, the largest figure of the four 2.
99 Nights in the Forest — "Helping Happy" follows at 5:00 PM UTC, 19:00 here, and stays open until Saturday 10 October at noon here. It is a returning character with a new quest: Happy the Halloween guy is preparing the map for Halloween, and the listing adds that "he is known to be clumsy, and the night is full of dangers". 337.8K accounts were interested. The host is Grandma's Favourite Games, the studio Roblox's new podcast interviewed in its first episode 3.
Steal a Brainrot — "Eclipse + Haunted Fuse" closes the evening at 7:00 PM UTC, 21:00 here, and runs to Wednesday 7 October at 18:00 here. It carries two systems at once: an Eclipse mutation that spawns Eclipse Brainrots while it is active, with its own spin wheel, slap, hammer and index, and a Haunted Fuse machine with nine new Brainrots. BRAZILIAN SPYDER runs the game, and 154K accounts were interested 4.
Roblox has announced no Halloween event of its own. Its newsroom's newest post is an engineering piece about security, roblox.com has no Halloween spotlight page this year, and the newest announcement on its Developer Forum is the weekly recap 5. Every date in the line-up above comes from an individual studio, published through Roblox's event listings.
Why it matters. The platform's Halloween is now a game-business season rather than one event with one reward track. Four of the most-played experiences on Roblox have staggered their launches across a single evening, so a player can move between them and a creator has four separate filming windows in roughly five hours. The Dandy's World counter is the measure of how much of the audience is already there on day one.
Shorts angle. The Adopt Me slot is the one with footage nobody can reshoot: 30 minutes of developers playing their own live game, at 18:00. Film the launch itself, then cut to the listing page and hold on the 768.5K interest figure to say how many people were waiting. For Steal a Brainrot, the listing doubles as the script — read the two new systems off the page and then show the first successful Haunted Fuse, which is the moment the update becomes worth watching.
2. What is still dated on the Halloween calendar
Two events that have not opened yet are already listed with dates, which is what a creator needs to plan filming days rather than guess at them.
- Dress to Impress — "HALLOWEEN! Part 1": Saturday 10 October, 5:00 PM here, running to Friday 16 October, with 313.6K accounts interested 6. The pitch is built into the game: it is a runway where the other players vote on your look, so the Short is not the update, it is the best and worst costumes other people bring to it.
- Fisch — "FischFright 3": Saturday 17 October, 6:00 PM here, running to Monday 9 November, its third year, with 152.2K accounts interested 7. The listing promises it will be "bigger and spookier than ever"; for a Short the angle is the fishing game's rarity ladder, a limited fish caught before the event closes.
- Dandy's World stays open to 6 November, so its event is the one a creator can film at leisure after the first-night crowd thins.
Why it matters. Nothing on this list needs to be watched in a live window except Adopt Me's, so the month ahead is a schedule a creator can plan around rather than a set of scramble days.
Shorts angle. The dated list itself is the Short for a planning-minded audience: one screenshot of each listing, one date read aloud, one line on what to film in each game.
3. Ads Manager offers its Earnings objective to nearly 30,000 games
What changed. Roblox published the full recap of its advertising announcements from the developers conference on its Developer Forum on Friday at 19:11 8. Three things in it matter more than the rest.
The Earnings objective — the campaign type that hunts for players likely to spend rather than for the most plays at the lowest price, judged by return on ad spend — is out of beta and rolling out to eligible creators, which Roblox puts at nearly 30,000 games. The footnote defines the pool: games with average revenue per user of 6 Robux or higher in the first half of 2026.
Roblox also published the measurement behind the pitch, from randomised controlled experiments. Across 21 ad campaigns it studied, all 21 brought incremental plays; users exposed to ads showed a median 14% lift in incremental play sessions, and a median 10% lift in users still playing seven days later. More than 1,200 games have run Earnings campaigns, and nearly two out of three games that reinvested up to 4% of their earnings reached a return on ad spend above 100%.
The reporting and workflow changes are smaller but concrete: earnings are now shown in US dollars as well as Robux, an "Estimated ROAS" figure projects final returns weeks before the earnings arrive, earnings from Creator Rewards, Immersive Ads and Rewarded Video are counted for the first time, campaigns can be funded from a group's funds rather than a personal balance, United States 18+ earned-rate Robux are applied first when buying ad credits, moderation review queues have been cut from hours to minutes, and Sponsored Tiles now reach users aged 13 and under under the same advertising rules as other formats.
Not everyone in the thread accepted the case. One developer wrote that on three games he had worked on, "stopping ads doubled playtimes and a week later allowed us to grow on Home Recs", and posted his analytics as proof; another called advertising "a footgun for any established game" and asked Roblox to say plainly that ads suit games which have not found an audience yet. A third replied that ad traffic does not affect Home recommendation ranking, only the blended metrics in an unfiltered view 8.
Why it matters. This is Roblox's own answer to the question every developer asks about paid discovery: whether ads buy growth or just move plays around. Publishing incrementality numbers rather than attributed plays is a claim that can be checked, and the reply thread is a reminder that the developers spending the money have a different set of numbers in front of them. The second half of the change is who the product is for: the objective now targets games that already earn, and eligibility runs off a revenue threshold rather than a game's age or size.
Shorts angle. The two-screen Short writes itself: Roblox's own reporting panel showing 123.45 dollars of spend against 243.45 dollars of earnings and an estimated return of 213%, then the developer's screenshot showing playtime doubling after the ads were switched off. Ask the audience which number they believe and let the comments do the rest.
Also worth knowing
- A deleted account's username is now retired for good. Roblox's weekly recap for 28 September to 2 October, published on Saturday just after midnight, lists the change among the week's announcements: "Starting today, if a user submits a RTBF request, their username and any past usernames will be retired permanently" 9. RTBF is the right to be forgotten, the legal route a player takes to have an account and its data deleted 10. Roblox's support article on changing your username carries the matching rule for the person doing it: "When you submit your right to be forgotten, your past usernames will be permanently retired and prevented from re-use" 11. Roblox has not said on any of its own channels what the behaviour was before the change.
- Roblox's security chief published a piece on running strangers' code safely. The newsroom's newest post, from Friday, explains how the platform treats every creator's script as potentially hostile: sandboxing and runtime monitoring first, automatic key rotation, security scorecards for internal teams, and a sandboxed environment built before any AI coding tool is approved for use inside the company. It reports no product change and no incident, and it states that the platform has over 120 million daily active users, on second-quarter 2026 data 12.
References
- 1
- 2Roblox, Adopt Me Halloween event listing
roblox.com
- 3Roblox, Helping Happy event listing
roblox.com
- 4
- 5Roblox Newsroom
about.roblox.com
- 6
- 7Roblox, FischFright 3 event listing
roblox.com
- 8Roblox Developer Forum, Ads Manager RDC recap
devforum.roblox.com
- 9Roblox Developer Forum, weekly recap 28 September to 2 October 2026
devforum.roblox.com
- 10Roblox Creator Hub, RTBF and creators
create.roblox.com
- 11Roblox Support, Changing your username
en.help.roblox.com
- 12Roblox Newsroom, Securing an Ecosystem Unlike Any Other
about.roblox.com
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