Welcome to Into the Metaverse, in this week’s episode, Yon welcomes Marcus Holmström, Founder and CEO of The Gang, for a conversation centered around their experiences building a game studio for Roblox and the wider metaverse.

Marcus discusses the inception and growth of The Gang, the success of their branded experiences like Vans and Shrek on Roblox, and the future of integrating real-world commerce into virtual worlds. The two then discuss the importance of being an early adopter and continuously learning from the community, before touching upon the challenges of adapting to Roblox's unique audience and social components, the strategic growth of the company, and the role of new technologies and brand partnerships in shaping the future of the platform.

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Chapters:

• Introduction (00:00)
• How The Gang Got Its Start (01:07)
• Learning How to Build on Roblox (04:40)
• Lessons Learned From First Game Failure (07:52)
• Pros and Cons of Hiring On or Off Platform Teams (10:12)
• Where Brand Adoption and Brand Goals Are on Roblox (14:13)
• Real World Commercialization of Roblox (25:12)
• Entertainment IP Coming Out Of And Into Roblox (28:44)
• Moving to Platforms Beyond Roblox (36:47)

Most Excited About in Year Ahead (39:58)

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