Roblox has kids yearning for the farm with 'Grow a Garden.' I can see what it's addicting.

Business Insider

06-06-2025

The hottest trend this spring for young people is … gardening. Growing carrots and strawberries, pruning weeds. I'm sorry to inform parents anxious about screentime: This doesn't mean your kids are digging in the dirt outside in the fresh air.
They're probably on Roblox, playing "Grow a Garden," which, as I typed this Thursday, had more than 2.2 million people playing — four times as many as the next most popular game. (A Roblox spokesman told me the game had around 9 million concurrent players at one point over a weekend in late May — a Roblox record.)
I tried the game myself, and I can see how — if you're willing to spend real money on seeds and other garden accoutrement — you can get ahead.
Bloomberg reported there's already a robust secondary market for some of the things you can buy to help grow your garden. Items like seed and livestock have popped up on Discord, some niche sites, and even on eBay, to the tune of millions of dollars of turnover a week, the report said. (Selling items on third-party sites is against Roblox's rules, but it still happens.)
How did 'Grow a Garden' sprout?
"Grow a Garden's" origin story is much like many games on Roblox: A random user — in this case, reportedly a 16-year-old — created the game. The teen has remained anonymous, and I couldn't reach him.
Roblox's user base is 40% under the age of 13, CEO David Baszucki has said recently. Users can create their own games — and by using " Robux," the platform's own virtual currency that players can buy with real money, players and game-builders can make money. (It's roughly one real cent per Robux, though they can be had cheaper with package deals and other promotions.)
According to an interview in a gaming newsletter with well-regarded Roblox developer Janzen "Jandel" Madsen, "Grow a Garden" was initially created by the teen who built it in a few days. Then Madsen acquired part of the game to build it out with a team of developers.
It got even bigger when Do Big Studios, a Florida-based company, also partnered in the game. The exact workout of who owns what isn't clear. Madsen and Do Big Studios didn't respond to my requests for comment.
I played 'Grow a Garden'
In "Grow a Garden," which is free to play, you start by planting some simple seeds (carrot, strawberry), which quickly grow into plants that you can sell. With that money, which comes in the form of the game's virtual currency, the Sheckle, you earn more to buy even more seeds, eggs, animals, and so on.
Curious, I tried it. You start with just enough Sheckles to buy a few carrot seeds, which you can plant in your garden. Compared to my real-world failures in vegetable gardening, the carrots grew satisfyingly quickly, which I then harvested and took to sell at a farm stand, using my Sheckles to buy more seeds for strawberries and more carrots.
I strolled around the world beyond my own garden to look at the gardens of other players, who were milling about, buying seeds and selling crops.
Some players had really elaborate setups, which must've taken days or weeks of play to build up. After not too long, I had about 400 Sheckles. The leaderboard showed I was playing with someone who had 968 million Sheckles. I walked over to see her garden, which was full of lush plants and blocky animals walking around. Her profile showed she had created the account in early May — quite a feat (or a lot of real-world money).
It's possible to "steal" another player's crops — but for that and other things, you have to use real Robux. In general, the gameplay is similar to other games — over time, you do a thing to trade in points for more things, which takes time and patience. And if you're willing to spend real money, you can get ahead much faster (this is not unlike the real world).
So what makes 'Grow a Garden' so compelling?
Justin Watkins, who runs the popular Roblox gaming YouTube channel ThinkNoodles, told me the game's creators obviously knew what they were doing.
"The developers have really optimized everything about the game to maximize its spread in the Roblox algorithm, and also have a deep understanding of what players value in Roblox," he said.
"There's been many games that use different hooks for players, but this game has incorporated almost all of them into a single game," including live events that he said are considered "must-attend" to get "rich" in the virtual world of "Grow a Garden" and "flex on others with cool mutations" in your virtual patch.
How did 'Grow a Garden' get so big?
"Grow A Garden" is undeniably popular. Roblox spokesman Eric Porterfield said it was one of the games that most quickly racked up 1 billion visits in Roblox's history.
Still, some adults in video game forums on Reddit, X, and YouTube have criticized the game as being for "dopamine-addled children," saying it doesn't take a lot of brain power to play. (To be fair, there were plenty of adults who also said they found the game soothing and fun.)
Others said that Do Big Studios' involvement led to a bigger focus on monetizing the game — in-app purchases to get ahead and the like — which they said had put a damper on the game's community. (Again, I couldn't get Do Big to respond to my questions, so I don't know what they have to say about this criticism.)
"Grow A Garden" is still new, having launched in March 2025 — and the kind of momentum and popularity it has doesn't suggest it will fizzle out anytime soon. After playing a few minutes a day for a few days — without spending any of my own money on Robux or Sheckles — I had grown my garden to more than 180,000 Sheckles with tulips, watermelons, tomatoes, and a rare bamboo plant.