How much to charge for your first gamepass: the table I use

The question I get most: "what do I charge?" The short answer is that a high price is not the problem — a price on the wrong rung of the ladder is.

The problem

Roblox shows the price in Robux, and players compare it against their wallet, not against real money. Most players have between 0 and 400 Robux available at any moment. A 799 R$ pass isn't "expensive": it is invisible to 80% of your audience, because they never even consider it.

Price too low and you lose margin. Price too high and you lose the whole customer, and they don't come back to reconsider.

The ladder that works

Three rungs, each with a different job:

• Entry rung (25–99 R$) — exists to convert a player from "never spent" to "has spent". The margin is irrelevant; what matters is that after a first purchase, the rate of a second purchase rises sharply.
• Main rung (149–399 R$) — where the revenue lives. A permanent benefit, visible to other players.
• Top rung (799–1,999 R$) — bought by under 1% of players, but usually accounts for 20–35% of pass revenue. It has to be desirable, not just "stronger".

Having only the main rung is the most common mistake, and it's what pins conversion at 1–2%.

The real numbers

The table below is this post's artifact, aggregated from games I've operated. Conversion is over daily unique players, not sessions.

Common mistake

Making the most expensive pass "2× stronger" than the main one. Someone paying 1,999 R$ isn't buying power — they're buying status or radical convenience. An exclusive visible skin, a pet other players can see, skipping an entire tedious mechanic. Linearly scaled raw power is the top-rung pass nobody buys.

The other mistake: raising a price after launch. Players who saw the old price feel cheated, and Roblox shows the history. If you need to raise it, launch a new pass and retire the old one.

What to do next

Wire up an AnalyticsService funnel on the purchase prompt: how many opened it and how many completed. If prompt completion is under 30%, the problem is price. Above 60%, you're probably charging too little.

{
  "currency": "Robux",
  "basis": "1000 daily unique players (DAU)",
  "note": "Conversion measured over DAU, not sessions. Aggregated from games operated between 2023 and 2026; use as a starting point, not a promise.",
  "rungs": [
    {
      "name": "entry",
      "robux_band": [25, 99],
      "suggested_price": 49,
      "conversion_pct": 4.2,
      "purchases_per_1k_dau": 42,
      "gross_robux": 2058,
      "net_robux": 1440,
      "job": "break the first-purchase barrier",
      "benefit_type": ["light cosmetic", "temporary boost", "emote"]
    },
    {
      "name": "main",
      "robux_band": [149, 399],
      "suggested_price": 249,
      "conversion_pct": 1.8,
      "purchases_per_1k_dau": 18,
      "gross_robux": 4482,
      "net_robux": 3137,
      "job": "sustain recurring revenue",
      "benefit_type": ["permanent", "visible to other players", "quality of life"]
    },
    {
      "name": "top",
      "robux_band": [799, 1999],
      "suggested_price": 1299,
      "conversion_pct": 0.35,
      "purchases_per_1k_dau": 3.5,
      "gross_robux": 4546,
      "net_robux": 3182,
      "job": "capture the high-spend player",
      "benefit_type": ["exclusive status", "skip an entire mechanic", "unique pet/skin"]
    }
  ],
  "totals_per_1k_dau": {
    "gross_robux": 11086,
    "net_robux": 7759,
    "total_conversion_pct": 6.35,
    "arpdau_robux": 7.76
  },
  "rules": {
    "marketplace_fee_pct": 30,
    "devex_usd_per_100k_robux": 350,
    "main_rung_only_typical_conversion_pct": [1.0, 2.0],
    "warning": "Never raise the price of a published pass — launch a new one and retire the old."
  }
}