#51 - Next Marvel From Roblox? IP, Brainrot & Brand Playbooks w/ James Purell
Mon Dec 01 2025
Is the next $500M entertainment franchise hiding inside a Roblox game your kids are already playing? In this Metavertising episode, Ely Santos sits down with James Purell — founder of Building Blocks, Roblox verified creator, and the mind behind one of the largest Roblox news accounts @RBXevents_ — to unpack how games like Steal a Brain Rot, Grow a Garden and Dress to Impress are quietly becoming the new Marvel-style IP factories.
They dive deep into what brands get wrong on Roblox, how UGC worlds beat traditional ad formats, and why the smartest move for IP owners might be to partner with fan-made games instead of shutting them down.
🔊 In this episode, you’ll learn:
Why James believes the next Marvel-level IP will emerge from UGC gaming—and why Roblox outpaces Minecraft and Fortnite for this.
The Roblox numbers that matter: 112M+ DAU, record-shattering CCU peaks, and more players than all consoles combined.
How a Roblox game can evolve into animated YouTube series, toys, plushies and eventually Netflix/Hulu deals—without starting with a massive budget.
The “MVP startup way” to build IP: test fast with simple mechanics, AI-generated assets, then polish once the core loop and audience are proven.
Why most brand-built Roblox worlds flop—and how to win instead by integrating into existing hits (think: Bridge Battles x Coca-Cola-style collabs).
The simple core loop rule: how games like Plants vs Brain Rot remix proven mechanics instead of reinventing the wheel.
Metrics that actually matter for brands: session time, engagement and brand interaction minutes, not just vanity visits or CCU spikes.
How Adidas, Minions and Blue Lock became case studies in doing it right—by collaborating with creators, embracing culture, and even legitimizing “unofficial” fan games.
Why Roblox is one of the only platforms where your brand can both advertise AND generate direct revenue from the experience itself.
Whether you’re a CMO thinking about Gen Alpha, a game studio eyeing transmedia IP, or a brand wondering if Roblox is “worth it,” this episode gives you a brutally honest, battle-tested playbook.
🔗 Connect with JamesLinkedIn: James PurellX / Twitter (Roblox news & events): @RBXevents_
🔗 Connect with ElyLinkedIn: Ely Santos
🎧 Enjoying Metavertising?
Hit Follow, leave a ⭐⭐⭐⭐⭐ review, and share this episode with someone on your team who still thinks Roblox is “just a kids’ game.”
#Metavertising #Roblox #UGCgaming #GenAlpha #BrandIP #MetaverseMarketing
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Is the next $500M entertainment franchise hiding inside a Roblox game your kids are already playing? In this Metavertising episode, Ely Santos sits down with James Purell — founder of Building Blocks, Roblox verified creator, and the mind behind one of the largest Roblox news accounts @RBXevents_ — to unpack how games like Steal a Brain Rot, Grow a Garden and Dress to Impress are quietly becoming the new Marvel-style IP factories. They dive deep into what brands get wrong on Roblox, how UGC worlds beat traditional ad formats, and why the smartest move for IP owners might be to partner with fan-made games instead of shutting them down. 🔊 In this episode, you’ll learn: Why James believes the next Marvel-level IP will emerge from UGC gaming—and why Roblox outpaces Minecraft and Fortnite for this. The Roblox numbers that matter: 112M+ DAU, record-shattering CCU peaks, and more players than all consoles combined. How a Roblox game can evolve into animated YouTube series, toys, plushies and eventually Netflix/Hulu deals—without starting with a massive budget. The “MVP startup way” to build IP: test fast with simple mechanics, AI-generated assets, then polish once the core loop and audience are proven. Why most brand-built Roblox worlds flop—and how to win instead by integrating into existing hits (think: Bridge Battles x Coca-Cola-style collabs). The simple core loop rule: how games like Plants vs Brain Rot remix proven mechanics instead of reinventing the wheel. Metrics that actually matter for brands: session time, engagement and brand interaction minutes, not just vanity visits or CCU spikes. How Adidas, Minions and Blue Lock became case studies in doing it right—by collaborating with creators, embracing culture, and even legitimizing “unofficial” fan games. Why Roblox is one of the only platforms where your brand can both advertise AND generate direct revenue from the experience itself. Whether you’re a CMO thinking about Gen Alpha, a game studio eyeing transmedia IP, or a brand wondering if Roblox is “worth it,” this episode gives you a brutally honest, battle-tested playbook. 🔗 Connect with JamesLinkedIn: James PurellX / Twitter (Roblox news & events): @RBXevents_ 🔗 Connect with ElyLinkedIn: Ely Santos 🎧 Enjoying Metavertising? Hit Follow, leave a ⭐⭐⭐⭐⭐ review, and share this episode with someone on your team who still thinks Roblox is “just a kids’ game.” #Metavertising #Roblox #UGCgaming #GenAlpha #BrandIP #MetaverseMarketing