Uplift Games

What Uplift Games does

Uplift Games is a privately held, remote-first game studio operating across North America and the United Kingdom, focused on developing high-engagement games on the Roblox platform. Its flagship title, Adopt Me!, is a pet adoption and trading experience launched in 2017 that has attracted over 425 million players, recorded more than 40 billion plays and 4 billion hours played, and set a platform record of 1.94 million peak concurrent users. The studio has 60+ team members as of 2025 and operates under Uplift Games LLC, with co-founders NewFissy and Bethink leading the business since the formal studio launch in May 2021.

The company's technology stack is built around Roblox's Luau scripting environment, augmented by a portfolio of widely adopted open-source developer tools including Rojo (a code synchronization bridge), Wally (a package manager), Promises (async library), Cmdr (command framework), and Lune (Luau runtime). Uplift's business model is multi-pronged: primary revenue comes from in-game purchases in Adopt Me! (Robux-based virtual goods on Roblox's freemium model), with secondary revenue from merchandise licensing (master toy licensee Jazwares, publisher HarperCollins, sticker partner Panini) and direct e-commerce via toys.playadopt.me. The studio self-funds operations through these streams, has not raised institutional capital, and serves a primarily consumer/player customer base consisting of casual gamers, children, teens, and young adults on Roblox, with parents as a secondary purchasing-decision segment.

Name

Uplift Games

Legal name

Uplift Games LLC

Website

https://uplift.games

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Uplift Games is a remote-first game studio developing top-performing Roblox experiences, primarily Adopt Me! with 425M+ players. The bootstrapped studio generates revenue from in-game purchases, merchandise licensing (Jazwares, HarperCollins, Panini), and direct e-commerce.

Ownership category

akta.pro rank

Product category

Online Gaming

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (459120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Social/UGC & Sandbox Game Studios (Roblox-like) (MPAFAAAF)

akta.pro secondary industry

Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)

Keywords

• Roblox game development
• Free-to-play gaming
• Virtual pet games
• Online game studio
• Social mobile gaming

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. In-Game Purchases: Adopt Me! operates as a free-to-play game on Roblox with in-game purchases. Players can buy virtual currency, pets, accessories, and other items. Revenue comes from Robux purchases and in-game transaction fees.
2. Merchandise Licensing: Uplift Games licenses the Adopt Me! IP to third-party manufacturers for physical products including toys, plush toys, apparel, accessories, sticker books, and published books. Partners include Jazwares (master toy licensee), Harper Collins (publishing), and Panini (stickers).
3. Physical Products (Direct E-commerce): The company sells physical merchandise directly through their toys.playadopt.me e-commerce storefront, including Adopt Me toys, plush, apparel, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Uplift Games is a remote-first game studio that develops and operates video games on the Roblox platform, with its flagship title Adopt Me! — a pet adoption and trading game — reaching 425M+ players and 40B+ plays. The company monetizes through in-game purchases (Robux-based virtual goods), licensing of the Adopt Me! IP for physical merchandise (toys, plush, books, apparel), and a direct e-commerce storefront.

Product overview

Uplift Games is a remote-first Roblox game studio that operates primarily through its flagship game Adopt Me! — a pet adoption and trading experience on the Roblox platform with over 425 million players. The studio has expanded into physical merchandise (toys, plush, publishing, apparel) through licensing partnerships with Jazwares, HarperCollins, and Panini. Additionally, the studio maintains and contributes to several open-source development tools for the Roblox ecosystem, including Rojo (code synchronization tool), Wally (package manager), Promises (async library), Cmdr (command framework), and Lune (runtime).

Differentiator

Problem solved

Functional benefit

Brands

• Adopt Me!: Premier pet adoption game on Roblox, the flagship title of Uplift Games with over 425 million players worldwide

Products and services

• Adopt Me! Roblox's premier pet adoption and trading game where players explore a magical island, adopt and trade virtual pets, build houses, and interact with friends. Free-to-play with in-game purchases driving revenue. Targets children, teens, and young adults on the Roblox platform.
• Adopt Me! Toys & Plush Physical toy line including plush animals, collectible figurines, playsets, and surprise eggs featuring Adopt Me! pet characters, manufactured under master toy licensing agreement with Jazwares and sold globally at retail.
• Adopt Me! Publishing

Quantifiable outcome

• 40B+ plays and 425M+ players worldwide
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• JazwarescoreChannel Partner/ Reseller/ Distributor · 19 May 2022Multiyear global master toy licensing agreement. Jazwares designs, manufactures, and markets a full line of toys across various categories inspired by Adopt Me! pets. Products include figures, plush toys, playsets, and accessories. Launched Spring 2023 at retailers worldwide.
• HarperCollinscoreChannel Partner/ Reseller/ DistributorPublishing partner for Adopt Me! books and novels. First Adopt Me novel published in 2024.
• PaniniminorChannel Partner/ Reseller/ DistributorPartner for Adopt Me! sticker books and collectible stickers.
• Roblox CorporationcoreTechnology or IntegrationPlatform partner hosting Adopt Me! and all Uplift Games experiences. Games operate exclusively on the Roblox platform. Uplift Games is not affiliated with, endorsed by, or otherwise connected to Roblox Corporation.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Burbank: Roblox-native studio behind popular experiences such as Livetopia. Comparable on platform, target audience, and free-to-play monetization within the Roblox ecosystem.
• Gamefam: Leading Roblox-native game studio operating at scale (e.g., Brookhaven) with a similar business model: free-to-play Roblox titles monetized via Robux and supplemented by brand/merchandise partnerships. Directly comparable on platform, audience, and GTM motion.
• SuperSocial: Roblox-focused game studio building brand and IP-driven experiences for major partners (NFL, NFLPA, Sony). Closely comparable business model of monetizing branded Roblox games and adjacent merchandise/IP deals.
• Wildworks (Animal Jam): Developer of Animal Jam, a long-running virtual pet adoption/social MMO for kids. Highly comparable product concept (adopt and care for virtual pets, social play) with similar kid-safe, family-friendly positioning.
• BIG Games: Roblox-first studio operating large-scale experiences such as Driving Empire and Restaurant Tycoon 2. Comparable on platform dependency, audience demographic, and product-led growth model within the Roblox ecosystem.
• Dubit: Digital games studio with a strong Roblox development practice targeting kids and family audiences. Directly comparable on platform (Roblox), target demographic, and product-led growth via free-to-play experiences.
• Melon: Top Roblox game studio behind multiple high-traffic Roblox experiences (e.g., Work at a Pizza Place). Same Roblox-native product model, similar kid/family audience, and similar reliance on Robux monetization.

Others

• Funko: Pop-culture collectibles and toy company whose licensing and retail model parallels Uplift's Jazwares-driven merchandise strategy. Comparable as an adjacent operator in IP-to-physical-goods monetization, not as a direct gaming competitor.

Broad incumbents

• Roblox Corporation: Operator of the Roblox platform on which all of Uplift's games run. While not a direct competitor, it is the platform incumbent that sets discovery, monetization (Robux/fees), and policy — making it the most strategically relevant comparable for revenue mechanics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/UpliftGames
• YouTubeyoutube.com/channel/UCJuistxlGqrJHiEhIA7S-Vw
• LinkedInlinkedin.com/company/upliftgames

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Uplift Games