A 22-year-old turned their Roblox side hustle into a successful business earning over $100,000 annually.

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Now, Kyasia Watson's side hustle on Roblox, the online metaverse gaming platform, earns her over $100,000 a year, despite making only 2 cents the first time she sold clothes on the platform.

In 2011, when she was 8 years old, Watson started playing Roblox games after seeing an ad for it on Google.

In 2006, Roblox was launched as an app that allows users to play games created by others or create their own games, virtual experiences, avatar clothing, and more through Roblox Studio. Each player has one avatar per account that can be changed and customized at any time.

Watson, unimpressed with the limited clothing catalog for Roblox avatars, taught herself how to create digital fashion designs in Photoshop.

"As a bored kid, I loved art and anything creative," she tells CNBC Make It. "I carried a sketchbook everywhere and would doodle at the table even when we were out to dinner. Sketching outfits on the computer felt like a natural extension of my love for art."

In 2013, Watson posted her first design on Roblox, a purple ruffle tank top paired with denim shorts and sandals, under the username @cSapphire. She saw her first profit after selling a couple hundred copies of the outfit, which was less than a dollar. Despite the low profit, Watson was instantly hooked on Roblox.

Watson's boutique didn't become a six-figure business overnight; it took her 10 years to grow it from a side hustle.

On Roblox, $1 is equivalent to approximately $100 in Robux, the platform's currency, according to the current exchange rate. When an item is sold in Roblox's marketplace, a portion of the sale is split between the item's creator and Roblox. Watson retains about 30% of the commission on a sale. Clothing and accessories on Roblox can sell for as little as 2 Robux to as much as 2 million.

In 2023, Watson made approximately $110,000 as a freelance 3D artist and virtual fashion designer on Roblox, according to financial documents reviewed by CNBC Make It.

Turning a childhood hobby into a six-figure career

Watson says that despite not initially choosing a career in digital fashion design, it has given her the creative and financial freedom she never thought possible in her 20s, even without a college degree.

Watson graduated high school in 2019 and enrolled in an online nursing program. However, two years into college, she admits to feeling burned out and uninspired.

"She recalls feeling unenthused about her learning, but once she completed school and logged onto Roblox, she experienced a sudden surge of passion and engagement."

Watson, who graduated from college in late 2021, decided to pursue a career on Roblox and has been working remotely as a full-time designer for two different Roblox studios for the past two years while also maintaining her boutique side hustle.

During the Covid-19 pandemic in 2020, Roblox experienced a rapid growth, with a 85% increase in daily active users to 32.6 million, primarily driven by 17- to 24-year-olds.

Platforms like Roblox are being followed by apparel and footwear companies such as Gap, American Eagle, and Nike, who are launching games and experiences on the platform.

Watson recognized the opportunity to expand her part-time business into a full-time venture.

She began promoting herself to brands on the Roblox platform by showcasing her digital portfolio and offering to assist them in creating a collection of avatar items.

The collaborations with Gucci, Forever 21, and other fashion brands resulted in projects that paid thousands of dollars, which gave Watson the confidence to quit her studio gigs and become a full-time freelancer in early 2023.

Enjoying the flexibility and creativity of a freelance career

Watson earns her living as a freelancer by collaborating with brands to create clothing and accessories for avatars, events, games, and capsule collections on Roblox, and by selling clothes in her boutique.

She usually works on two to three projects simultaneously, but some weeks she could be working on as many as seven, depending on demand. Roblox has over 77 million daily active users as of March 2024, the platform reports.

Watson says that the best part of being a Roblox freelancer is the flexibility, as she works remotely from her apartment in Connecticut in the afternoons and evenings, usually for five hours a day.

Watson plans to continue her freelance career and acquire additional programming and design skills to expand her services.

Virtual fashion is increasingly in demand as metaverse projects like Roblox gain mainstream popularity and gaming surges. However, there are still many misconceptions about these technologies and the communities that use them, according to Watson.

"Despite being a successful business with a global reach, many people still perceive Roblox as a children's game. However, the platform is home to numerous top-selling artists and developers who are adults. It offers a fulfilling career path for those who are creative and not content with the constraints of a traditional 9-to-5 job."

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