McLaren's latest race car.
McLaren's latest race car.
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McLaren deal closes a big week for brands on Roblox

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

Roblox hopes that its user-generated content platform will become the metaverse, and it made some headway this week as it announced brand partnerships this week with McLaren Racing, Alo Yoga, The Brit Awards, and the NFL.

Any one of those deals would have been a big one to announce, but all four of them in one week shows how attractive Roblox’s platform has become with nearly 50 million daily active users.

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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.