Latest / Kids Media Club Podcast / Why the Next Big Kids IP Was Born on Roblox — with Twin Atlas

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Why the Next Big Kids IP Was Born on Roblox — with Twin Atlas · Kids Media Club Podcast

• 0:05
  Hello and welcome to a special episode of the Kids Media Club podcast.
• 0:10
  We're here at Cannes and MIP Junior.
• 0:13
  I'm Andy Williams.
• 0:14
  I'm Emily Horgan.
• 0:15
  And Jo.
• 0:16
  We have a guest.
• 0:17
  We have two guests, two for the price of one.
• 0:19
  Today, I'm delighted to welcome Twin Atlas, two representatives of Twin Atlas to the podcast.
• 0:26
  We are about to go on stage in an hour's time and do the Roblox session on the Sunday afternoon of MIP Junior.
• 0:32
  So I figured I'd get them into the podcast studio early and we'd get a bit of a sneak peek into what they're gonna talk about.
• 0:38
  So say hello, Andrew and Jonathan.
• 0:40
  Hi.
• 0:41
  Thank you so much for having us.
• 0:42
  Hey guys, thanks for having us.
• 0:43
  We're really pleased that you're here.
• 0:45
  Now, Emily, I know you have a burning question.
• 0:47
  Well, you are the Roblox Queen, as you are known in certain circles.
• 0:53
  But I just love to hear what brought you to MIMT Junior, what Twin Atlas is all about.
• 0:57
  And yeah, like what you guys are thinking about the market.
• 1:00
  I mean, I think the first and foremost, it's just about the new generation of content, media and entertainment.
• 1:05
  Yeah.
• 1:05
  And that's very much where Roblox sits right now.
• 1:08
  It's very much at the intersection of that.
• 1:10
  And so us being here is the continued evolution of the Roblox scene, very much crossing with entertainment, community media.
• 1:19
  It's all kind of the foundation now of Gen Alpha.
• 1:22
  And that's very much why we're here.
• 1:24
  It's to learn from other experts in the area, but also to bring Roblox to, you know, top of mind, everybody.
• 1:30
  Absolutely.
• 1:31
  And we're at a really fascinating time in our own business where we've created IPs on Roblox that are now growing into, you know, transmedia properties.
• 1:39
  And we're looking into, you know, collaborations in film and animation, building a very exciting merchandise business.
• 1:46
  And so I think it's a really fun opportunity.
• 1:48
  I think there's a lot to learn between entertainment and gaming.
• 1:50
  I think the line between the two of them is going to get blurred.
• 1:53
  What's the main IP that you guys have or your biggest ones?
• 1:56
  Creatures of Scenario.
• 1:57
  Okay.
• 1:58
  I feel like I've heard those words come out of Joe Redfern's mouth.
• 2:01
  Creatures of Scenario is a Roblox experience.
• 2:03
  Yeah, we made it about five or six years ago.
• 2:06
  Six years ago, yeah.
• 2:07
  And it's consistently grown and grown and grown.
• 2:12
  It's got millions of monthly active users now, but it's been a tremendous life cycle project and what's the lore of it?
• 2:20
  Like what's the kind of the story behind it or the characters behind it?
• 2:26
  Yeah, it's got a very community driven story.
• 2:29
  It came as a project where the premise is that you start as a creature and you grow and you try to survive in this world.
• 2:35
  But over time the community started contributing to it, creating creatures, creating lore and story, and it sort of naturally developed into this beautiful ecosystem.
• 2:44
  Like a mythical jungle.
• 2:45
  Yep.
• 2:46
  So you can pick, you can pick a creature which is either like very land based, very grounded.
• 2:50
  Okay.
• 2:51
  Those that are very partial to water.
• 2:53
  So you're swimming.
• 2:54
  You could also be a flying creature.
• 2:56
  So it really kind of relates to, you know, if you're the kind of player that really wants to.
• 3:00
  Has always dreamt of, you know, living in the sky, you know, as an herbivore, for example, you can even pick the type of things that you consume.
• 3:07
  So you can actually be a carnivore, an herbivore.
• 3:10
  But the whole thing is very a dog eat dog world, which is like there's always a bigger fish, always.
• 3:15
  And that's just kind of the environment that we've helped create is allow people to have this kind of creative playground to do what they want and play how they want.
• 3:22
  So are you looking to then take that IP and kind of build it into its own series, maybe its own feature?
• 3:27
  And that kind of really flips on what its head.
• 3:30
  What used to be the traditional route is people started with a series or a feature and then would move into games.
• 3:35
  But this is a reverse of that.
• 3:38
  Yeah, it's a complete reverse.
• 3:39
  Now what Roblox.
• 3:40
  What's happening on Roblox is IP is being created on the platform.
• 3:43
  And I know Joe talks at nauseam about this.
• 3:46
  Yep.
• 3:47
  But ad nauseum.
• 3:50
  I would never have enough of Redfern's Roblox riffs.
• 3:53
  But when we look at like, for example, you look at like 99 nights got picked up, you look at Grow Garden got picked up, Jailbreak got picked up.
• 4:00
  And you look at, you know, we got picked up and we're, you know, obviously doing something for our animated series of wins on Sky.
• 4:05
  And so there's a lot of IP that's being born, but it's not just, you know, that being the genesis now there's consumer products, licensing.
• 4:13
  Everything else is spinning off of the normal flywheel, but in reverse.
• 4:17
  So it's a beautiful time.
• 4:18
  That's actually not similar to the Moonbook model we discussed on the podcast a.
• 4:21
  Few weeks ago as well.
• 4:22
  Yeah, yeah, absolutely.
• 4:24
  There's a couple of things that's interesting there to say.
• 4:28
  There's a lot of people in this industry that look at Roblox and they see steal an egg and they see grow a garden and they don't think that's a rich story world with characters that's not an ip.
• 4:39
  But then they don't really realize that Creatures of Cenaria exists where it's almost the opposite to that.
• 4:45
  It's still a huge game and it's still very, very successful.
• 4:50
  But it has deep lore, it has the canon, it has the constituent parts that then users have taken and they then extrapolated themselves into spinoff stories, which is that kind of UGC fandom that every IP owner craves.
• 5:04
  And then alongside that you look at, you know, so I now manage the Warrior Cats IP across on Roblox and we're in a similar kind of genre on Roblox and you look at the dwell time and you know
• 5:15
  when users are coming in per visit into these games, it's 20 plus minutes.
• 5:20
  So that's a depth of engagement.
• 5:22
  Oh, it's a lot higher than that.
• 5:24
  Okay, show off.
• 5:25
  Show off.
• 5:26
  Okay.
• 5:26
  Find a separate.
• 5:27
  Yeah, okay.
• 5:28
  Well, it really is all about the community though.
• 5:30
  At the end of the day.
• 5:31
  It's why we're expanding into first merchandise and into transmedia is because we've built a player base and a community that trust us, that more than just loves what we create, they identify with what we create.
• 5:43
  It's a significant part of their personality.
• 5:45
  And they spend on average more than an hour each day playing.
• 5:50
  Some of the dedicated players spend even more than that.
• 5:52
  And so I think it really speaks to you have these viral hits coming on the Roblox platform where everyone shows up for 10 or 15 minutes a day.
• 5:59
  But our games are more than just games.
• 6:02
  They're really an extension of self expression, an extension of social learning and social behavior.
• 6:09
  And it's a community.
• 6:10
  Yeah.
• 6:11
  And I think if we've kind of bust the myth that it's all those addictive kind of viral game loop light touch games and actually there are games and experiences like creatures of Sonori that exist that, that do spawn
• 6:25
  that kind of deep lore and love and identity.
• 6:28
  Also bust the myth around monetization and business models on the game because it's not just sell as many things for avatars as possible, it's much more nuanced and it's actually getting much more sophisticated than that.
• 6:40
  And your business models, particularly with creatures of scenario and now you have multiple strands of revenue and you've got a big commercial strategy around it.
• 6:48
  There's actually more complex than people might realise.
• 6:50
  Tell us a little bit that, you know, without breaking any commercial confidences, tell us a little bit about those monetization and commercial models that are emerging on the platform.
• 7:00
  So there's a couple of different ones.
• 7:01
  I mean, I think the biggest one is what we're really doing more than anything, taking a step back, it's.
• 7:07
  We're servicing fandom and how we do that, how we connect with our players both in the game, in their home, in their communities, with their friends, that's really what kind of fuels and drives what we're doing.
• 7:21
  So when we look at how we are doing, you know, handling monetization in the game, in terms of how we're appealing to our base, I think a lot of it just has to do with we build our games,
• 7:30
  ground up to make sure that we're providing value to every segment of our player base.
• 7:36
  So our free to play players, you know, our.
• 7:39
  Call it, you know, your dabblers, you know, the people that are kind of spending, you know, a few dollars here and there.
• 7:43
  You have.
• 7:44
  Obviously I'm just going to be the person who doesn't get it right.
• 7:47
  Go.
• 7:48
  So there's free to play players.
• 7:49
  Yes.
• 7:49
  And then you have subscribers as well.
• 7:51
  Correct.
• 7:51
  So you have people that are doing things like battle passes.
• 7:55
  You have players that aren't even touching battle passes that really just handle things like consumables.
• 7:59
  So they're buying potions, they're buying boosts.
• 8:03
  Okay, so it's a whole tier, there's.
• 8:05
  A whole model here that evolves in terms of all the varying layers of monetizable opportunity within the game itself.
• 8:14
  But then you also have the consumer products and the licensing sides that are obviously very mature off platform, which are now coming onto the platform.
• 8:21
  And so there's an entire strategy here where you're finding games are licensing their IP off platform to some of the big retail partners.
• 8:31
  You are seeing Roblox IP in your Target, in your Walmart, but you're also seeing it in Claire's 5 below.
• 8:37
  You're starting to see him kind of everywhere.
• 8:39
  Spencer Gifts everywhere.
• 8:40
  You see kind of normal generational zeitgeist.
• 8:44
  Roblox is present now.
• 8:46
  And so we are very much in the conversation.
• 8:48
  And so you ask about like Creatures of Scenario, like how that is actually evolving and where that commercial strategy goes now, without tipping our hat too much, the.
• 8:56
  The strategy is evolving to be where our players are both in our games and in their homes.
• 9:03
  And we've found, and I think all the other studios are finding the same thing, which is the more that we are able to service fandom wherever our players are, the more likely they are to stay, to play our
• 9:14
  games, to follow us on their journey, to contribute creatures to our, to our environments.
• 9:20
  Hundreds of our creatures and Creatures of Cenaria are community driven or community created.
• 9:24
  So, and this is just like the connection that our players have with our games.
• 9:30
  And so the strategy itself is constantly evolving.
• 9:33
  It's growing every single day.
• 9:36
  And we're trying to be as innovative with our merch as we can.
• 9:40
  So we have fun things where we're trying to do like without kind of divulging too much coming out in the next week or two.
• 9:47
  But we have elements that we're creating for cosplay, so to allow players to even emulate and represent the IP they love from our games in the wild with their friends, where some of the things to cosplay as the
• 9:59
  creatures that they act as in their everyday, in their everyday gaming.
• 10:02
  And then we also have things that are like augmented reality experiences and we kind of go that whole route, but it's a lot of fun.
• 10:10
  So, like, we're really trying to be as forward as we can with our merchandising and our licensing strategy, but it is completely in service of fandom.
• 10:18
  Like, if we're not servicing fandom, we have done it all wrong.
• 10:21
  And we've also gotten to work with a couple of really amazing advertising partners like Netflix and Lego.
• 10:26
  And what we've been able to do with them is help them show up authentically on Roblox, where, you know, it doesn't feel like it's an ad that's being shoved down your throat.
• 10:34
  It feels like these brands and IPs are coming into the world and showing up in a way that is native and authentic and feels right to the players.
• 10:43
  And as a result, you know, our community loves when we do these collaborations.
• 10:47
  When we did Avatar Last Airbender, the live action with Netflix, we got to bring Appa as a playable creature into Creatures of Cenaria.
• 10:55
  And we actually had a really successful launch weekend for that event.
• 11:00
  Actually raised the player count of the game quite a bit because it turns out, you know, when you take external IPs that people know and love and you help bring them to Roblox to these super engaged audiences, you
• 11:11
  show up where the players are in a way that feels native and authentic to them.
• 11:14
  People really enjoy that.
• 11:16
  And we had some really amazing collaborations as a result of that, that's amazing.
• 11:19
  And is there an appetite for that fan base to, to see that world expressed in kind of serial episodes?
• 11:28
  How do you kind of.
• 11:29
  How do you manage that when it's a very collaborative fan base?
• 11:33
  How do you then kind of adapt that for something that's more of a traditional form?
• 11:37
  Is that part of the.
• 11:38
  Still part of the plan?
• 11:39
  There's a lot to learn, but they are hungry.
• 11:41
  They are hungry to engage with this IP and this community in any form factors.
• 11:47
  When they can't play, they're watching TikToks YouTube shorts, sometimes longer form YouTube videos.
• 11:53
  So there's definitely a lot of hunger.
• 11:54
  And I think as we're able to flesh out more of the story and more of the narrative, I think the world also becomes richer and more immersive as well.
• 12:03
  So I think that's sort of the goal is to basically flesh out what players have already fallen in love with and give them more things to think about, more stuff to engage with, more stuff to identify with.
• 12:13
  How do you think about that story?
• 12:15
  Because I think there's a lot of assumptions that, I mean, I've even spoken to Roblox devs that say, oh, we're not storytellers.
• 12:22
  And they'll say, yes, you are storytellers.
• 12:24
  How do you think about that when you're.
• 12:26
  Because that is one of the things that is typical of Roblox.
• 12:30
  It's forever evolving.
• 12:31
  So you can't just think, okay, our world's complete now.
• 12:34
  It's set.
• 12:34
  We don't need to do anything to it.
• 12:36
  It's always changing, it's always moving on.
• 12:40
  How and what are you learning as Twin Atlas about story and lore and canon?
• 12:45
  You're learning from your fans, but also how are you going on a journey in terms of building something that could be the next huge animated series?
• 12:54
  Yeah, you know, you've got it right.
• 12:56
  Nail on the head that it's constantly evolving and that we are very much creating this world as we're living in it, with the players, with the communities, with the influencers, and with the partners that we work with.
• 13:09
  And so it's an ever evolving world.
• 13:11
  I think there's a couple ways that we look at, you know, bringing that to film and, and sort of one of it is memorializing and sort of telling the story of this journey that we've all gone to go
• 13:21
  on together.
• 13:22
  But the other side of it is really expanding that story and building upon, you know, what is currently just myth or, or, or rumors or like what people chat about, you know, in in, in their chat rooms and
• 13:33
  in servers with each other, really bringing that to life and bringing it to a wider audience and bringing more people in.
• 13:39
  And the fact that you've shown up to Kids Green and to Mip Jr as well shows that actually you're putting yourself out there and trying to cross over into the world where you've got lots of experts that are
• 13:48
  in that story world as well.
• 13:50
  Yeah.
• 13:51
  I think our business at the end of the day is community building.
• 13:53
  Right.
• 13:54
  And so I think we've been able to create some really amazing IPs of our own.
• 13:58
  We've been able to work with IP partners to bring their IP to Roblox.
• 14:02
  I think at the end of the day, when people are creating something, that there is demand for it, there is a passionate audience around that people identify with and there's an opportunity to.
• 14:10
  There's always going to be an opportunity to grow that community, to service that community.
• 14:13
  And when you do it right, you get something like Creatures of Scenario.
• 14:16
  Can I bring up the safety thing?
• 14:18
  Because romance comes under a lot of fires, gets a lot of headlines for safety issues.
• 14:24
  How are you guys considering that?
• 14:25
  Because obviously you're at a kids conference here.
• 14:28
  You know, kids are a core part of the audience.
• 14:30
  Yeah.
• 14:31
  This is the most important conversation that we can be having.
• 14:34
  And both Jonathan and I are our parents ourselves.
• 14:37
  And so it's, it's something that's very front of mind for us.
• 14:40
  It's not abstract.
• 14:41
  Roblox.
• 14:42
  You know, I started playing on Roblox when I was nine years old, right.
• 14:45
  So.
• 14:46
  So I've been on the platform my whole life and I've watched it grow from this sort of niche thing to something that's just sort of completely taken over.
• 14:52
  The public culture that has taken over, like the new generation, they're spending all of their time on it.
• 14:57
  It's where they're making friends, it's where they're growing up.
• 14:59
  And so making sure that that environment is as safe as it can possibly be is absolutely the most important thing.
• 15:05
  And Roblox has really made this their top priority.
• 15:09
  It always has been.
• 15:10
  Trust and safety has always been one of Roblox's largest cost centers since the company was formed.
• 15:15
  But they've really invested and really innovated and pioneered, especially on the technology side in the last year with stuff like age verification, with stuff like chat restrictions and parental controls and even publishing requirements and advancing automated review and
• 15:36
  mixing, you know, automated human review in order to catch bad games before anyone can even play them.
• 15:42
  And so I think you know, it's a very important conversation to have.
• 15:46
  I think what we're seeing is that a lot of the stuff that Roblox pioneered is now being adopted by other platforms as well.
• 15:51
  So Minecraft, you know.
• 15:53
  Yeah, Discord.
• 15:54
  Discord, yeah.
• 15:55
  So I think Roblox, because it blew up so fast and you know, all of our children are on it, you know, it was the most important place to start that conversation.
• 16:04
  But as a result I think they got to pioneer and really set the standard for the rest of the industry.
• 16:08
  It is a catch 22 for them, I suppose, because I honestly appreciate that they acknowledge and take accountability for the fact that kids are there.
• 16:18
  The 22 of it is it's the Internet and there will always be leaks and it will never be good enough.
• 16:25
  But I kind of appreciate that they're willing to continue to take it in the neck and to try and to improve.
• 16:31
  Yeah.
• 16:31
  And they do.
• 16:32
  And on occasion to the detriment of or to the frustration of devs, they've ruled out new trust and safety tools and they've gone, oh well, it's broken our game now we've got to go and fix it.
• 16:43
  Or it's even impacted the stock price.
• 16:46
  You know, you look at the hit that the stock price has taken, but in a way, and we've spoken about this before, it's the long game.
• 16:53
  It's the long game and they're not waiting until they're being forced by regulation to do it.
• 16:58
  It does actually feel like they're trying to get out in front of it.
• 17:01
  Even in the short term it's brought them criticism from the dev community and it's hit their stock price.
• 17:05
  But actually I suspect it's the right thing to do and in the long term they will climb back out of that dip and actually it will shore them up for the future.
• 17:15
  Yeah, we talk about this a lot internally about like these were necessary corrective steps they had to do to kind of reset the foundation of the platform to then set it up for growth again.
• 17:25
  Yeah, like it had to happen.
• 17:27
  I think all of us are starting to kind of see it's like, yeah, this had to happen.
• 17:30
  We needed this kind of like foundational familial reset to protect kids, like it needed to happen.
• 17:37
  You know, I've got a three year old and a six month old at home and there's nothing that I'm more paranoid about.
• 17:41
  Are they playing Roblox?
• 17:43
  Actually my son sits on my lap and plays Dragon Adventures.
• 17:46
  He always runs up to me, he's like, are you playing the dragon game?
• 17:49
  He'll come and he'll sit and he'll, like, try to fly my dragon.
• 17:51
  And so.
• 17:52
  But, like, these are the things that, like, as parents, like, we're extremely paranoid about.
• 17:55
  Especially, like, you know, my son has learned how to find YouTube on his smart TV, on his Fire TV.
• 18:01
  And, you know, to some extent, like, I always hold my breath.
• 18:03
  I'm like, what's, you know, what's going to pop up when he does?
• 18:05
  And, you know, thankfully, you know, it's.
• 18:07
  It's a lot of content that he consumes that's always very safe, like number blocks or, you know, he loves still water, has been like, a big thing for him.
• 18:15
  I love, still love still water.
• 18:17
  But, like, those are the kind of things that, like, I'm glad he's finding.
• 18:20
  But the same.
• 18:20
  The fact that I have to hold my breath the second he loads up an app is a problem.
• 18:24
  And so that's YouTube, right?
• 18:25
  Well, yeah.
• 18:26
  I mean, it's.
• 18:26
  It's, you know, it's the fact that it's on his smart tv, you know, so it's.
• 18:30
  These are the things that, like, as parents, all of us are trying to make sure that we create as safe a world as possible so they can game the way we did when we grew up.
• 18:38
  You know, it's like, it's a great.
• 18:41
  Point when in your slide deck that will be previewed in an hour's time on stage.
• 18:48
  Can we get some of this?
• 18:49
  Can we?
• 18:49
  Can we?
• 18:50
  Yeah.
• 18:51
  Will you share it with us?
• 18:52
  After we'll share it with our listeners.
• 18:54
  It's a superb deck.
• 18:56
  There's one slide that talks about how there was 13 million concurrent players in the Bruno Mars concert on Roblox, and that was compared against 11 million for the NBA Finals viewers.
• 19:09
  Now, viewing and playing are vastly different behaviors.
• 19:12
  We talk about that a lot here.
• 19:14
  What I'm really interested in is as an IP owner or a sports team owner, for example, what does that tell you about fandom?
• 19:22
  Because it.
• 19:24
  Roblox gives you so much in terms of data and behavioral information about fandom.
• 19:30
  What can Roblox unlock for an IP owner that perhaps just viewing can't?
• 19:34
  Yeah, well, I mean, speaking of sports, you know, Travis Kelce showed up at growgarden, and that was one of their biggest live events.
• 19:40
  It was absolutely huge.
• 19:42
  I think it's very interesting because we talk a lot about meeting players where they are, and Roblox has become sort of like the virtual town hall or their virtual playground, I guess, right?
• 19:53
  Where kids like to Spend their time where they are, you know, interacting with each other, learning and growing.
• 19:59
  And so I think the difference between watching something in a 2D video format like, like we're used to versus what's happening with these live events on Roblox where they are coming into these spaces that, you know, players are
• 20:13
  naturally engaging and they're taking them over and they're doing, you know, pomp and yeah, pop and I'm definitely butchering that saying, but they're coming in and they're, you know, have these larger than life, you know, showings where these
• 20:26
  worlds that are, you know, almost like a virtual third place for players, they're showing up and turning it all upside down and doing these big, huge events.
• 20:35
  It's really exciting.
• 20:36
  And there are things that you can do in a virtual space that just aren't possible, like having, you know, a 50 foot Travis Kelsey show up and just start, you know, messing with the entire game and adding new
• 20:46
  items.
• 20:46
  Right.
• 20:47
  And so I think we talk a lot about gaming and entertainment and the line between them blurring because you are seeing more and more experiences on Roblox where you're showing up and it's not necessarily a game, it's more
• 20:57
  of a show, but it's an interactive show where you get to be a part of it, where you get to impact it, experience it with your friends.
• 21:04
  And it's turning in these moments where there's this real feeling that you have to be there, which we haven't really seen in traditional gaming.
• 21:12
  And that's what's pushing these massive concurrencies.
• 21:15
  Bruno Mars isn't even the biggest we're seeing north of 25 million concurrent users on some of these Becky activations, because it's like they're creating these amazing moments that only happen once.
• 21:25
  Yeah, people want to be there.
• 21:26
  You've got to be there.
• 21:27
  You got all your friends, you know, you log on during one of these, all your friends are online and you just see every single friend on your friend bar playing the exact same thing.
• 21:34
  You're like, I need to check this out.
• 21:37
  The, you touched on the data component, which is another big one, which is if you are on the platform, if you are running a concert or some, you know, major sporting event on the Roblox platform, the data that
• 21:48
  you're able to, that you're able to get in terms of where that attention is spent, even down to the viewpoint NPCs that you're interacting with, things that are being consumed.
• 21:57
  So if you look at the difference in data between Someone watching the NBA Finals, what data are you really getting from like a Nielsen, for example, you're able to gauge like watch time, like how long was the TV
• 22:07
  on?
• 22:07
  Were they in the bathroom, were they making nachos in the kitchen?
• 22:10
  Like, you don't really know what the level of engagement was, minus the fact that the TV was on.
• 22:16
  Now what you do get on the Roblox platform is as creative and as wired as the developers are.
• 22:22
  So as we are able to kind of set up our reporting based on what we think is important, what the partner thinks is important.
• 22:28
  Well, all of a sudden now the data that you're getting out of it, you could find out that every single person watching the concert spent 25 minutes interacting with Chuck the NPC because they thought he was hilarious.
• 22:38
  Well, how does that drive your consumer product strategy?
• 22:40
  How does that all of a sudden drive advertising, like implications in terms of things that you do on linear off platform?
• 22:46
  Like all of a sudden Chuck is this unsung hero of this event.
• 22:51
  And all of a sudden you could take this IP elsewhere.
• 22:54
  So the thing what's really actionable about the Roblox platform is you can learn a lot real quickly in terms of with eyeballs at scale and then take those learnings and test them in your other media strategies off platform
• 23:06
  and elsewhere.
• 23:07
  Yeah, it's really, it's quite interesting what you said about sports, because it's something that I thought about when I was looking at sports on Roblox.
• 23:15
  Like you said, even the vantage point, where do they want to stand if they're watching rugby, is it different to where they want to stand to watching the NFL or NBA?
• 23:23
  Actually that could really inform how you produce that content in the future.
• 23:27
  And all of that you get within Roblox that it's really hard to extract from a broadcast platform.
• 23:33
  And it's stuff that you, it's behaviors and data that you don't actually think exists, but that you think, wow, we really should know about it and we should see what it's telling us.
• 23:44
  Yeah, I mean, one thing that we always talk about is it's the, you know, the speed to market on Roblox is one of the biggest selling points, especially if you are an external partner looking to activate on the
• 23:54
  platform.
• 23:54
  You know that that quick hit in terms of being able to get on the platform also allows you to test, you know, varying levels of creative design, like maybe even like things that you normally wouldn't have even thought
• 24:05
  to test in your other, other media.
• 24:07
  You can now do it at scale quickly even day to day.
• 24:10
  You could change colors, you could change saturation, you could change NPCs or characters that maybe you were trying to introduce in that exact moment.
• 24:17
  Like, all of these are things that you can do quickly at scale to millions of people.
• 24:20
  It's like a cheap luxury.
• 24:21
  It's.
• 24:22
  Exactly.
• 24:22
  And you get all the data to back it up.
• 24:24
  So it's, you know, it's, it's very quick.
• 24:27
  Amazing.
• 24:28
  Amazing.
• 24:29
  Well, all of this and more in an hour's time on stage, but thank you for joining us on the Kids Media Club podcast.
• 24:35
  I feel, yes, we've, we've, we've got some great insight there, and thank you.
• 24:40
  If you'll share your deck with us, we'll, we'll spread it around to our listeners.
• 24:43
  But yes, thank you for coming in, Andrew and Jonathan, of course.
• 24:46
  Thank you for having us.
• 24:47
  Thank you, guys.
• 24:47
  Thank you guys and thank you for listening.
• 24:50
  Please, like and subscribe.
• 24:52
  And subscribe, listen and watch wherever you get your podcast and we'll see you in the next one.