A nonprofit's experiment building a Roblox game to develop charitable habits among children went so well that this year's campaign is expanding.

"In order to do that, we moderate all of the content that's submitted to Roblox, and that includes anything that people are uploading to build a game," Kaufman said.

The inaugural game has been played for over 32 billion minutes and one performance received the highest “concert thumbs up rating” ever on Roblox, according to Comic Relief US.

Roblox has become a trusted platform for kids, recognized by Newsweek as one of America's most trustworthy companies, despite ongoing online safety concerns.