Launching Original IP on Roblox

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May 7, 2025

Alexander Hicks, co-founder of Twin Atlas, shares his journey from passionate gamer to successful studio leader in the Roblox ecosystem. He discusses the creative process behind blockbuster games like Creatures of Sonaria, emphasizing sustainable game design that prioritizes long-term engagement. Hicks also explores the challenges of monetization and the potential for transforming Roblox IP into television and film, all while navigating a competitive landscape through strategic mergers and innovative use of technology.

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ANECDOTE

Alex's Roblox Origin Story

Alex Hicks started developing on Roblox at age 12 after discovering it through an online ad.
He gradually learned programming and eventually shipped games, leading to a Roblox internship.

ANECDOTE

Robloxian High School Success

Robloxian High School, developed by Red Manta, became the top game on Roblox with over a billion visits.
This success led Alex and his co-creator to start Red Manta as a company.

ADVICE

Build For Long-Term Growth

Aim to build games that generate steady revenue over many years rather than quick spikes.
Focus on cultivating an established audience to ensure sustainable long-term growth.

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In this episode, podcast David Taylor is joined by Alexander Hicks, the co-founder of Twin Atlas, one of the most innovative studios in the Roblox ecosystem. Twin Atlas is the team behind blockbuster experiences like Creatures of Sonaria, which ranks among the top 30 Roblox games in terms of revenue and engagement according to CreatorExchange.io.

At the time of this recording, Twin Atlas experiences are drawing 50,000+ concurrent players, with recent peaks nearing 100,000 CCU. They've also built three experiences that have surpassed 1 billion plays—a rare feat on the platform.

What sets Twin Atlas apart is their ability to consistently launch original hits, in contrast to the growing trend of game acquisitions among top Roblox developers. From his early work with Red Manta to the strategic merger that formed Twin Atlas, Alex shares valuable insights into:

Building high-performing games from scratch
Navigating the evolution of the Roblox platform
Pushing the boundaries of animation, gameplay, and live ops
The creative process behind long-term engagement

If you're curious about how top-tier Roblox games are made—and what it takes to build a sustainable studio in the UGC ecosystem—this episode is a must-listen.

We’d also like to thank Overwolf for making this episode possible! Whether you're a gamer, creator, or game studio, Overwolf is the ultimate destination for integrating UGC in games! You can check out all Overwolf has to offer at https://www.overwolf.com/.

We’d also like to thank nSure.ai for making this episode possible! As a proven industry leader, nSure.ai provides scalable payment fraud prevention that’s not just effective but tailored specifically to your needs. To learn more, visit https://www.nsure.ai/contact

If you like the episode, please help others find us by leaving a 5-star rating or review! And if you have any comments, requests, or feedback shoot us a note at podcast@naavik.co.

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Sound design by Gavin Mc Cabe.