• by Danielle Oster , 5 hours ago

Gamefam, an immersive gaming and media company, published its annual “State of Brands in UGC Gaming” report examining brand presence on popular sandbox platform Roblox and other user-generated content gaming platforms like Fortnite.

The report found it was a banner year for brand engagement on Roblox, with more than 210 brands with content on the platform, and for the platform’s growth overall.

“We’re now in an era of viral gaming on Roblox from ‘Grow a Garden’ to ‘Steal a Brainrot’ to the next big title, and new daily usage milestones are being hit every quarter – this is a testament to Roblox’s momentum as a social platform, cultural force, and creation engine for novel IP and community building,”  Gamefam CEO Joe Ferencz said in a statement. “Roblox is not just where young players and fans are gaming, it is the go-to place where they spend social and leisure time.”

Roblox claimed to have around 152 million daily users in 2025, although It’s possible that number is inflated by automated and alternate user accounts. Last year, Hindenburg Research, published a report alleging the company inflated key metrics like daily users by around 25T-42%, and engagement hours by over 100%. Hindenburg Research also accused Roblox of “compromising child safety” on the platform through inadequate moderation of predatory behavior.

In a statement at the time, Roblox wrote that the company “has a robust set of proactive and preventative safety measures designed to catch and prevent malicious or harmful activity on the platform.”

According to Gamefam’s report, Gen Z and Gen Alpha audiences spend more time on Roblox and Fortnite than on social media, including 39% more time than on TikTok and YouTube. Toys, media and entertainment brands were particularly active on Fortnite and Roblox, comprising around half of brand activations in 2025, according to the report.

A wide range of brands had activations on Roblox  during the year, with over 600 such activations over the course of 2025. There were more than 30 toy-themed games from brands on the platform, an increase of around 50% year-over-year, including such prominent brands as Barbie, Lego and Mattel. Other prominent industry categories included sports, fashion and apparel. The top five brand games on Roblox included “SpongeBob Tower Defense,” “NFL Universe Football,” and FIFA’s “Super League Soccer.”

While some brands saw success with their own Roblox games, many relied instead on integrations within popular games. According to the report, the top 10 brand integrations within preexisting games saw twice the impressions as the top 10 brand games.

“Brands will learn that the way to win is to fish where the fish are, not by trying to dig their own ponds. The most efficient and effective way for most brands to come onto the platform is by integrating into already popular games, which offer massive scale from the first day of a campaign,” Gamefam CEO Joe Ferencz said in a statement. “A select few mega-hit IPs like Sonic or Barbie will thrive with standalone brand games, but most standalone brand games will not scale.”

In September of 2025, insights consultancy Beano Brain published a report on “The 100 Coolest Brands” among Gen Alpha in the U.S., with Roblox cracking the top 10.