Hey everyone - Joe here, and welcome to (a condensed) Edition #89 of The SEG3 Report.

It’s condensed for a reason: today is SEG3 LA!

To mark the occasion, this edition features a single contribution from Andrew Bereza of Twin Atlas. It’ll either get you fired up for what’s ahead at SEG3 LA - or give you even worse FOMO than you already had. Sorry.

Either way, fear not as next week’s edition will be a bumper, final instalment of 2025, recapping the key insights from today & tomorrow!

Right - without further ado, let’s get into it! ⤵️

Inside the Next Era of Roblox Monetization

With SEG3 LA starting today, Twin Atlas will be stepping on stage tomorrow with a session built for anyone who wants to understand where the future of interactive entertainment and commerce is really headed.

As Roblox continues to reshape youth culture, global fandom and how the next generation discovers and spends inside digital worlds, we are giving you a first look at what comes next - digging into the real mechanics behind growth, monetization, retention and worldbuilding, backed by years of hands-on experience running some of the platform’s largest and most commercially successful games.

Why Roblox Deserves Your Attention

It is a full-blown entertainment ecosystem with:

• 150M+ Daily active users, with a balanced gender split

• Global reach across cultures and markets

• Engagement levels that exceed all other forms of media

• A culture that moves fast and constantly reinvents itself

For studios, IP owners and brands, Roblox has become:

• The front door to younger audiences

• A place where fandom forms organically

• The home for characters to stay alive between seasons

• The bridge between digital and real-world commerce

What Building Successfully on Roblox Requires

We’re on stage at SEG3 LA from 11:45 AM to 12:10 PM on Wednesday 10th December - and will be sharing our playbook on monetisation & game design. But whether you’re attending or not, these 3 pillars should be ingrained in how you think about building on Roblox:

1. Building for ROI from Day One 
   
   One of the most consistent mistakes in development, especially from outside the Roblox ecosystem, is treating monetization as something added after engagement is achieved.
   
   In practice, that means thee most successful experiences:
   
   - Design monetization into development from the start
   
   - Understand the systems and signals that will turn engagement into measurable return, and what behaviours Roblox rewards
   
   - Know what game mechanics and loops will be the difference between a quick brand moment, and a sustainable long term player economy
   
   Studios that build for ROI from day one grow stronger, faster, and more sustainably. This approach turns fun into a real, repeatable business engine.
   
   

2. Real-World Commerce
   
   Roblox worlds are uniquely positioned to influence physical spending - not by mimicking traditional strategies, but by rethinking how commerce fits inside play.
   
   With the recurring core principles being to:
   
   - Connect digital engagement to physical sales using authentic, player-first mechanics.
   
   - Treat real-world products as playable elements within an experience.
   
   And for those of you in LA over the next two days, we’ll dive into the tactics that Twin Atlas has used to drive proven commercial success at scale, and how IP can live across digital and physical worlds at the same time.
   
   

3. Growth by Design 
   
   On Roblox, monetization, retention and discovery are all inseparable - so designing systems that work together in tandem is imperative.
   
   Consistent growth can only come when:
   
   - The monetization strategy supports fantasy rather than breaking it
   
   - Retention and community building strategies are grounded in data
   
   - You understand Roblox’s growth signals
   
   Growth is not luck. It is the result of systems, incentives and worldbuilding that all point in the same direction.

Lessons for Brands & Agencies

Many branded activations struggle for the same reasons:

- They fail to monetize or retain players

- They don’t understand the platform’s culture like native studios and players do

- Their strategies aren’t built to achieve authenticity at scale inside a player-driven ecosystem, and the Roblox algorithm punishes them for it.

So brands and agencies that understand these dynamics stand out on the platform instantly.

Why Twin Atlas Is Leading This Conversation

We are one of the most experienced and community-driven studios on the platform with:

• $100 million in gross in-game revenue

• Over 7 billion game visits

• 35M Monthly Active Players

• 6M Community Members

• The first commercially successful integration of Shopify's real-world commerce inside Roblox.

Our team has spent years studying how players engage, spend, explore, and form emotional connections across the Roblox ecosystem.

And so for those of you attending SEG3 LA, tomorrow’s session will build on those lessons - and for those of you not attending, we hope this helps to frame what success on Roblox really requires!

In other news this week:

• Netflix to acquire Warner Bros. Discovery in $72bn deal: read here.

• But wait, Paramount have now launched a hostile bid: read here.

• Amazon’s ‘The Boys’ set for VR video game adaptation: read here.

• Nickelodeon & Barrier Four team up to Robloxify 7 episode of Avatar: The Last Airbender: see here.

• SEGA teams up with Burger King to bring Sonic the Hedgehog toys to meals: see here.

• Maybelline release 5-part Christmas microdrama: read here.

• Polaris expands partnership for Call of Duty: Black Ops 7: see here.

• EA on why music is essential to their interactive experiences: read here.

• Voldex partners with The LEGO Group to bring LEGO Rides into Brookhaven: read here.

• Xbox partners with ESPN to create the Xbox Bowl: read here.

• The LEGO Group releases 2,842 piece FIFA World Cup Trophy set: read here.

• Skims ventures into live entertainment with shoppable TikTok livestream: read here.

• WSC Sports release Sports Generational Fan Study: read here.

• AFL restructures media operations towards creator-led content: read here.

• Red Dead Redemption joins Netflix Games catalog: read here.

• LA Rams partners with Sanrio for Hello Kitty ticket package: read here.

• Volumetric video platform Arcturus raises $2.3M: read here.

• Goalhanger partners with Netflix for The Rest is Football World Cup crossover: read here.

• The Pokemon Company partners with tonies for audio book content: read here.

Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!

That’s all for now everyone - thanks again for reading the latest edition of The SEG3 Report, and if you found it of interest, please do consider sharing with a colleague or friend!