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    Why a top Fortnite Creative studio sees opportunity in Roblox

    For the moment, Roblox is still brands’ most effective entry point to the metaverse — and the leading Fortnite studio Atlas Creative has taken note, today announcing a strategic expansion into Roblox.

    To lead its foray into Roblox, Atlas Creative has hired Alex Graham-Watson as its director of Roblox strategy. The move highlights the central role of Roblox in the metaversal brand ecosystem — and shows how brands are increasingly looking to activate across multiple platforms to reach consumers inside virtual space.

    “We have had plenty of our partners ask about Roblox, we’ve had people ask about Minecraft. Even Zepeto is a big conversation starter at this point,” said Atlas Creative CEO Michael Herriger. “We just figured Roblox is one of the best spots for brands to go at this point.”

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