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Craig Donato interview: How Roblox navigates brands, UGC, and the metaverse

  • Posted byby Dean Takahashi
  • Updated
  • 23 min

It’s a pivotal time for brands as they figure out how to navigate the metaverse. And one of the first places where they’re trying to do that is in the user-generated content (UGC) world of Roblox.

Should brands be more worried about what users might do with their brands? Or should they embrace the fact that players love them so much that they will go through enormous amounts of work to create video game homages to those brands?

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.