Epic Games Declares War on Roblox: User-Created Content Battle Heats Up

Fortnite maker launches direct assault on Roblox's core business model—and the gaming world just got interesting.

The Metaverse Arms Race

Epic's move signals a tectonic shift in the creator economy landscape. By empowering users to build and monetize experiences directly within their ecosystem, they're not just competing—they're rewriting the rules of digital ownership.

Wall Street's watching this play out like a high-stakes poker game. Traditional analysts still don't get it—they're measuring impact in quarterly earnings while missing the trillion-dollar paradigm shift happening right under their noses.

This isn't about gaming anymore. It's about who controls the next generation of digital real estate—and the smart money's betting on the platform that actually understands blockchain's potential.

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The custom items will be available to players on users’ islands. Creators will get a portion of the revenue spent to purchase these items. Epic Games wants to attract creators to this feature early, with a special offer of a 100% revenue split in the creators’ favor until the end of 2026, which translates to 74% of the V-Bucks’ value. After that, the revenue split will switch to 50%, which is equal to 37% of the V-Bucks’ value.

Epic Games said new item creation tools will be added to the game soon. Following that, creators will be able to start selling their custom items in December 2025. Considering the different types of games that Fortnite and Roblox are, this MOVE doesn’t seem like it will have a negative effect on Roblox’s platform. Instead, it seems more like an added bonus for players who are already heavily invested into Epic’s battle royale shooter.

Roblox Stock Movement Today

Roblox stock was up 0.21% on Friday, showing that the company’s investors aren’t overly worried about Fortnite’s user-created content plans. RBLX stock has also gained 134.93% year-to-date and 194.46% over the past 12 months.

Is Roblox Stock a Buy, Sell, or Hold?

Turning to Wall Street, the analysts’ consensus rating for Roblox is Moderate Buy, based on 17 Buy, five Hold, and a single Sell rating over the past three months. With that comes an average RBLX stock price target of $148.43, representing a potential 8.89% upside for the shares.