A few years ago, if you had told most marketers that manga publishers and advertising networks would be teaming up to launch digital playgrounds, you might’ve gotten a few skeptical looks. But here we are in 2025, and that’s exactly what’s happening.
Say hello to Robmix, a team-up between Dentsu, GeekOut, and Kodansha that’s getting attention for good reason. It’s not just another collab. It feels like a whole new way forward. And if you’re paying close attention, you’ll see it’s not just about hype, it’s about showing us what the future could look like.
See, what makes Robmix so interesting isn’t just its presence on Roblox or its big-name collaborators. It’s how the team behind it is thinking, about content, about creators, and about marketing in a world that doesn’t sit still.
And that’s where next-generation creators come in.
The shift: From broadcasting to co-creating
Let’s take a moment to appreciate how different things look today. We’re long past the era of top-down messaging where brands spoke and audiences listened. Now? Audiences build. They create games. They tell stories. They remix culture in real time.
That’s exactly what Dentsu saw when they decided to collaborate with GeekOut and Kodansha. GeekOut brings deep Roblox know-how and a community-first mindset. Kodansha adds creative power with its publishing history. And Dentsu? They know how to scale good ideas and connect them to the world. Together, they’re backing young developers, game builders, and artists to bring their visions to life on Roblox and well beyond it.
They’re not just sponsoring content. They’re helping shape it. That’s a major departure from the usual “slap-your-logo-on-it” approach.
And it’s working.
The Roblox platform boasts over 100 million daily active users. That’s not just a number, it’s a cultural engine. And with in-game ad revenue in the U.S. expected to reach $11.5 billion by 2028, there’s a very real business case behind the hype. Robmix is helping next-gen creators unlock opportunities inside that world and giving brands new ways to be part of the action without interrupting it.
How Robmix is building beyond the screen
But Robmix isn’t stopping at in-game content. They’re looking off-screen too, into physical merch, original publications, and storytelling that can live across multiple channels.
This matters because when young creators dream up characters or build out game worlds, there’s often a whole universe behind it. Robmix is helping them extend that universe into bookshelves, comic stores, and maybe even animation studios someday.
For brands, this is gold. It’s not about running an ad inside a game, it’s about being part of a world people care about. Think about how this changes the way marketers approach IP. Instead of buying into someone else’s franchise, why not help build one from the ground up?
That’s exactly what this collaboration is doing: giving structure, support, and visibility to next-gen creators so that the IP they build lasts longer than a one-time campaign.
The rise of standards—and what it means for marketing
Now, let’s talk about something slightly less exciting but still essential: metrics.
In June, the Interactive Advertising Bureau rolled out standardized benchmarks for gaming environments, things like impression counts, click-throughs, and interaction rates. It might sound dry, but it’s actually a big deal. Because up until now, gaming has been the Wild West of advertising, high potential, low clarity.
With Robmix paving the way in Roblox, and other platforms like Fortnite following suit, marketers finally have a way to measure their efforts with some consistency. This doesn’t just benefit the big players. It gives small businesses, indie brands, and even solo entrepreneurs a reason to take the leap too.
And let’s not forget, next-gen creators aren’t just kids playing games. Many are budding entrepreneurs themselves, growing communities, building teams, and launching brands from their bedrooms.
Lessons for brands and entrepreneurs
So what can other marketers learn from this?
For starters, Robmix proves that the future of marketing lies in collaboration, not interruption. It’s no longer about getting in front of people. It’s about building with them.
Second, it shows the power of giving creators real tools and room to grow. When you treat them as partners, not channels, the results feel more authentic, and people respond to that.
Finally, it’s a reminder that marketing can be both playful and purposeful. You don’t have to choose between creativity and results. Robmix is creating immersive worlds and setting the stage for meaningful monetization.
And through it all, the spotlight stays where it belongs, on the next-gen creators who are shaping what entertainment looks like today and tomorrow.
The takeaway: It’s about building with
In a world where trends come and go faster than ever, Robmix stands out not because it’s flashy, but because it’s foundational. It’s about building something sustainable, one creator, one world, one collaboration at a time.
Whether you’re a marketer at a global brand or a small business owner with a big idea and a killer marketing strategy, the message is clear: don’t just rent space in someone else’s world. Help build it. And if you’re smart about it, you’ll be building something that lasts.
FAQs
1. How are creators making money on platforms like Roblox?
They build games or characters and turn them into merch, stories, or even full brands.
2. Why are brands working directly with young creators now?
Because they bring fresh ideas, loyal communities, and know how to speak the internet’s language.
3. What’s the new approach to marketing in gaming worlds?
It’s less about ads and more about helping next-gen creators grow real IP and reach new audiences.