Wildly-popular online game platform and game creation system Roblox is suffering a lengthy, ongoing server outage.

The company did not disclose why the platform went down, nor provide a timeline for a return. The outage began at around 7pm ET on 28 October.

Update: The company said 4PM ET Sunday that it was “incrementally bringing regions back online,” with services now mostly returned. Roblox said that the outage “involved growth in the number of servers in our data centers and was not due to any peak in external traffic or any particular experience.”

"Still making progress on today’s outage. We’ll continue to keep you updated. Once again, we apologize for the delay," Roblox said in a statement on Twitter.

It added: "We know that this outage was not related to any specific experiences or partnerships on the platform."

The latter comment came after fans began blaming Chipotle for the outage, after the company started a promotion where it would give away $1 million dollars worth of free burritos in Roblox just an hour before the server crashed.

Roblox, which has hundreds of millions of active users, originally operated out of one data center in Chicago and some cloud contracts. In 2017, the company hired Dropbox's Dan Williams to overhaul its IT systems and build out a large network of data centers and Edge points-of-presence, as well as some cloud presence. The transformation helped improve Roblox's uptime, and help it scale when popularity spiked during the Covid-19 pandemic.

This story is developing, we will update it if we learn more.