Craig Donato interview: How Roblox navigates brands, UGC, and the metaverse

Roblox videos get over 10 billion views on YouTube monthly, and influencers and video creators are integral to this community. This is the metaverse, which is the next frontier for creators. Creating immersive and shared 3D worlds can offer a world of possibilities by moving from 2D, one-way communication platforms into 3D platforms.

Some rare companies innovate on all three sides of the creator triad, crossing creation tools, distribution and monetization: Roblox, for example, provides accessible tools in Roblox Studio; allows developers to have their experiences discovered by the community; and shares earnings with developers via the virtual currency Robux, which underpins a ... See more

Engagement Opportunities In the 3D world, creators connect with fans in immersive social experiences. Roblox has users from 180 countries, 53% of which are over 13, so creators have a huge reach. A video creator could host their followers on a private server so they could hold a concert party while streaming, giving their fans a VIP experience.