Naavik Gaming Podcast Why Big Companies Are Betting on Roblox
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Oct 7, 2025 In this discussion, Chris Petrovic, Chairman and Chief Business Officer of FunPlus, and Doug Rosen, former SVP at Paramount, delve into why major companies are drawn to Roblox. They highlight its immense scale, Gen Z engagement, and the potential for innovative marketing strategies. The duo explores how IP owners can effectively interact with audiences on the platform and emphasizes Roblox as a cost-effective testing ground for new ideas. Furthermore, they address considerations for safety, success metrics, and future corporate commitments in this evolving landscape.
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Roblox's Rapid Growth And Ambition
- Roblox is scaling fast with DAU, bookings, and creator payouts all growing strongly year-over-year.
- The platform aims for 10% of gaming content revenue, indicating large long-term upside for creators and IP owners.
Scale Makes Roblox Nonnegotiable
- Brands must treat Roblox as a meaningful channel because its audience scale and engagement are now material.
- The hard part is finding creators and the right approach to meet awareness, engagement, and monetization goals.
Pick A Clear Entry Strategy
- Evaluate three entry patterns: short marketing pop-ups, immersive integrations, or full standalone games.
- Build a fast approval process and partner with creators who move at Roblox pace to avoid failure.