Creators and developer studios are approaching the business of UGC in very different ways
Developer studios operate across multiple platforms while individual creators typically focus on a single platform, producing divergent strategies for brand integrations in virtual worlds.
Brand integrations have surpassed owned worlds on Roblox and Fortnite | exclusive
Brand integrations on UGC platforms outpaced brand-owned virtual worlds in 2025 as advertisers favor measurable, lower-maintenance integrations over costly owned experiences.