Jake Sullivan from Vector3 talks to me about the process of locking down collabs between big names like Sonic the Hedgehog and Roblox games.
If you're my age or older, you probably view each passing Roblox collaboration with simultaneous amusement and awe. Nike, Sour Patch Kids, Vans, Sonic the Hedgehog - the list of famous brands and people opting to enter the Roblox universe seemingly gets more ridiculous by the hour. Regardless, the collabs keep coming, and given that they do, I'm curious to know how - and why - all of these huge names keep coming back to Roblox. Luckily, I've bumped into Roblox marketer Jake Sullivan from Vector3 at the 2026 Roblox Developers Conference, who spares me a few minutes of his time to explain the process.
In the company's own words, Vector3 offers "video and animation, brand integrations, and bespoke game creation." What this means to Sullivan, as its co-founder, is that he's the middle-man between Roblox studios and more traditional companies, the latter of which approach him to discuss how they can advertize their IP on the platform. Alongside this, he also works to create game trailers for brands and personalities. In his career, he's worked with YouTube, Nicki Minaj, Spongebob, My Little Pony, and more.
So how does it all work? "There are two main ways in which brands approach me about creating a presence in Roblox," Sullivan says. Firstly, brands can decide to integrate into an already existing game. This might mean that Katseye wants to work with Dress to Impress to create a clothes collection, or bbno$ performs live for 6.3 million users inside Roblox game +1 Keyboard Escape. The second option is to create a world solely about the brand - see H&M's Loooptopia, or dedicated artist experiences like the George Ezra Roblox concert.
Both instances, Sullivan claims, are far better for the brand's eyeball time than traditional advertizing: while an ad on TV might only be 20 seconds long, a Roblox player sits inside a game for minutes - if not hours. This gives longer exposure time to products, and also helps people connect with them in a different, more personal way - by interacting with cool items, and new areas and NPCs, players create positive opinions of a brand. Plus, it doesn't hurt that Roblox makes the experience of accessing a brand more community-oriented because of its multiplayer nature.
In addition to this, players can impact how advertizing works in the future. Sullivan tells me, "It's a two-way street with the brand. Player decisions and feedback can inform how the brand shows up," which he says allows them "to show up with authenticity." This provides a unique opportunity for market research, while keeping players excited and involved in the process.
When I ask him what about the RDC 2026 announcements excited him the most, Sullivan points to the standalone app feature. "It legitimizes the platform for older users," he says, which will help brands on Roblox reach the people with real spending power. In the opening RDC 2026 Keynote speech, CEO David Bazsuki noted out the same thing about 18+ players, so it's safe to say that both the platform itself, and brands trying to use it for publicity, have their eye on the adults in the Roblox world.
سەرچاوەی فەرمی بە زمانی ئینگلیزی: https://www.pcgamesn.com/roblox/brand-collaborations
