Category: In the News

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We’re a few months into the second Trump presidency and how CMOs are reacting has already been quite different from the first go around. It’s not just the topsy-turvy tariffs — though that’s certainly a sizable part of it — but a state of worry with marketers fearful about doing or saying the wrong thing and getting caught in the crossfire, according to agency execs and advisors, who say the ripple effects of that worry has made it harder for clients to make firm decisions and move forward on potential ideas. 

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As Roblox ramps up its pitch to marketers, some top creators on the platform do not view brand deals as a serious revenue stream.

Roblox has established itself as a creator platform, paying out over $280 million to individual creators during the fourth financial quarter of 2024. Many Roblox creators — also known as “developers” — earn six or seven figures annually by building virtual experiences and designing digital clothes, or “avatar items.” The majority of Roblox creators’ revenue comes from direct sales to players, rather than deals with advertisers to design and sell branded content, according to five Roblox creators who spoke to Digiday for this story.

Although brands often contract individual Roblox creators to design and build their activations on the platform, the five Roblox creators told Digiday that their brand deals have always offered far smaller payouts than direct avatar item sales. Creators’ cuts of brand deals on the platform have typically numbered in the hundreds or low thousands of dollars for UGC item design or the tens of thousands for developing virtual experiences. 

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