Head of Entertainment Marketing at Roblox Todd Lichten talks listening to the Roblox community

Transcript

00:00On the gaming side, gaming's traditionally been a genre that's moved a little bit slower.

00:03I think the upside of working on a platform like Roblox is you can publish quickly and you can iterate,

00:07and I think that's the expectation, right?

00:09These aren't games that take years and years like a AAA.

00:12I think they're expected to listen to your community and evolve as they do.

00:16So as trends appear, I think oftentimes, right, the wise brands are kind of watching what game genres are blowing up.

00:24SpongeBob has a tower defense game that launched with a smaller studio a couple of months ago,

00:29and that's doing tremendously well.

00:31I broke into a top 25, which for brands in an ecosystem like Roblox that's hyper-competitive is quite a feat.

00:39And so I think working with and watching what genres are actually performant on the platform

00:45and being able to kind of jump in quickly tends to be the key to success.

00:49I think where brands tend to struggle or even entertain partners is where you have these massive franchise teams, right,

00:54that have lovingly held up the brand and are very close to it.

00:58And I think oftentimes finding a bridge to work with the creator,

01:01and I think this extends across probably every partnership,

01:04is how do we make the best of what this brand needs to be,

01:08but still working with the creator who understands what their audience wants

01:11and finding that sweet spot, which is, I think, forever the challenge.

01:15Let's do this.