The classic annual Egg Hunt event has returned to Roblox as a standalone high-budget title, but the $29.99 price tag (about R$165) has sparked major pushback from the community. Released on July 29, 2026, under the title "Egg Hunt 2026: The Grand Express," the game received only 40% positive reviews in its debut week. The backlash stems not from the technical quality of the production, but from the direct break with the event's long-standing free tradition on the platform.
The funded comeback and the price shock
Between 2008 and 2020, Roblox hosted official, free egg hunts that rewarded players with limited-time cosmetic items. The new project was born in December 2025, when Studio Koi Koi (creator of the official 2018 edition), developer GeekOut, and the innovation division of Japanese giant Dentsu launched a crowdfunding campaign. The initial goal of $75,000 was surpassed within hours, raising $125,000 with an average contribution of $200 per backer.
Despite the early enthusiasm from older supporters, the public launch ran into the cultural barrier of free expectations. Since distributing user-generated items (UGC) costs creators about $1 per unit under the ecosystem's rules, mass giveaways became unfeasible without charging an entry fee. Dentsu justified the $29.99 price as the only way to cover development costs and pay external talent, including Hollywood scriptwriters.
What changes with Paid Access on Roblox
The title serves as the biggest real-world test of the Paid Access system in local currency, implemented by the platform in late 2024. The model allows developers to sell experiences at three fixed price tiers, with progressive revenue splits:
- $9.99 tier: the developer keeps 50% of net revenue.
- $29.99 tier: the creator's share rises to 60%.
- $49.99 tier: the studio's cut hits a ceiling of 70%.
Roblox Corporation stressed that the overwhelming majority of catalog experiences remain free, and that the decision to charge for access is solely up to each development team.
Next steps and premium ambitions
Despite the criticism over the price, the consortium formed by Dentsu, Studio Koi Koi, and GeekOut confirmed it will stick with its strategy of releasing more paid games on the ecosystem. The studios' goal is to establish Roblox as a viable distribution environment for original and third-party intellectual properties with large budgets, moving away from relying solely on microtransactions.