The popularity of online gaming platform Roblox has allowed some developers to make serious money.

Tens of millions of these games live on Roblox ’s browser—hundreds of times more titles than exist on Steam. Every day, 43 million people play those games, mostly kids.

The product weaves Roblox’s existing avatars, voice chat and camera-based facial animations together into something that could stand apart from the platform’s traditional game-like worlds.

Roblox creators are making remakes of the popular South Korean Netflix show Squid Game and are fast becoming popular.

Continuing a big year for Christmas-themed games in 2023 is Roblox; the game platform is getting a new experience based on Jon Favreau’s holiday comedy Elf, developers announced Wednesday.