Roblox & Growing the World's Largest Gaming Platform – Lisa Willett

With over 100 million daily players, Roblox isn’t just a game — it’s where millions of people hang out, create and shape culture every day. From building worlds with friends to joining virtual concerts and sports events, it’s become a playground for imagination and a powerful stage for brands looking to connect with the next generation.

In this episode, Lisa Willett, Roblox’s Director of Global Partnerships, lifts the lid on how the platform works to integrate global brands — from NFL and Netflix to Lionsgate and Warner Bros. — and why UGC gaming is becoming one of the most important tools in the marketing playbook. Exploring how brands can show up authentically, the strategies driving fandom, and how Roblox is professionalising into a billion-dollar creator economy, as well as:

• Lisa’s journey to leading partnerships at Roblox
• How brands get started on Roblox and the role of dev studios
• The many ways brands can show up: integrations, ads, owned experiences, IP licensing, immersive commerce etc
• Why the Roblox creator economy is becoming more professional (and more profitable)
• How the platform is delivering on brand safety, measurement and return on investment
• Step-by-step advice for brands wanting to win over youth audiences

🎬 Filmed at Sky Guild Gaming Centre in the Ginx TV Studio

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