The Participation Economy

Speaker 1: Uh, I'm Justin Cook, and I'm delighted to be joined today by Stephanie Latham, who's the VP Global Brand Partnerships and Advertising for Roblox. Welcome.

Speaker 2: Thanks, Justin. Happy Adweek. So happy to be here with you.

Speaker 1: I've been looking forward to this, uh, ever since we first managed to convince you to join us on the show. Uh, I have a 16-year-old son, Gibson, who is a massive Roblox, uh, fan, and by default therefore, that makes me one too.

Speaker 1: Um, so I think I'm a little bit immersed in, in your world. Um, and I, I- what I'm really excited about is sort of, you know, getting a bit deeper, talking about sort of the brand partnerships and advertising business at Roblox in a, a place where people spend hours a day taking part in things, uh, rather than watching them, which is o- one of the things I love about Roblox myself, seeing my son talking to people all over the world and collaborating, creating together. But you yourself, you spent 12 years at, at Meta before joining, uh, Roblox, and you know, I think that sort of is gonna give you such an interesting kind of perspective. You know, you came up through agency before that. So let's dig in, and let's begin with, um, the fir- the first thing. Why don't you tell me a little bit about the role a- and what you do?

Speaker 2: Sure. Well, first, shout out to Gibson. Thank you for, um, converting your dad and bringing him along on this journey. I think one of the most exciting things about Roblox is seeing how it brings people together, and that's all ages, all generations, all locations. And so, um, it really is a participation platform, and so that's really fun to see. Um, I have a really fun job at Roblox, and my job is I get this opportunity to bring brands along on the adventure with us. So we have-- We always say culture is created on Roblox. I have a frontline view every day to how Gen Z and Gen Alpha are connecting, creating, communicating with each other, and I get to find ways that brands can, at scale, intersect in this really rich, immersive storytelling canvas we have.

Speaker 1: So let's just talk about sort of, you know, what folks are doing. So people are spending around three hours a day on Roblox. You're logging billions of hours a quarter. What is that time really being spent on, and how is that different from someone maybe watching something?

Speaker 2: Sure. I mean, we have such a privilege, right? We get, um, over 120 million daily active users for almost three hours a day. And I like to think about Roblox as like an amusement park. There's something for everyone. You mentioned Gibson is building and playing with friends. People are doing role play games. They're doing strategy games. They are, um, turning themselves into fashion designers. Really, there is a flavor for everyone, and I think the magic behind it often is that they're doing it with friends. So, um, you know, we used to talk about stereotypes of gamers of the past, and you might imagine someone, like, in their parents' dark basement, you know, with a headset just gaming. And I think what Roblox has really brought to life for so many, um, is that that's actually a very narrow definition, and when you expand the aperture of what's possible in a participation type platform like ours, there is something for everyone.

Speaker 1: And here we are at Adweek. Um, when a brand comes to you, uh, for the first time, what's the thing that you tell them they can do in Roblox that any other form of ad could never do?

Speaker 2: I think that comes back to participation, right? And we've certainly been on a journey figuring out what this looks like from an ads perspective, and I think more importantly, how we can help brands drive business outcomes that matter to them. So, uh, we have some very standard advertising solutions, but the magic is everything at Roblox is devi- designed creator first and user first. So when you're a brand, you get to come in and give someone something additive to increase their participation, increase their play. Um, so we always think about, like, rewarded video is a great example for us on Roblox. You can buy video on lots of other platforms. You can buy rewarded video on other platforms. On Roblox, you are able to enhance a user's playtime by giving them a way to power up or whatever the particular game offers as a reward. Our creators have better economics from that, and then as a brand, you leave everyone with a really positive association with your brand. So this kind of win-win-win cycle is really important to us as we think through all of our ad product development.

Speaker 1: It's, it's such a, a medium for our age, I suppose, in a sense. Um, when you're seeing kinda brands build things that people love and, and perhaps br- brands building things that maybe aren't quite so successful, what, what is that sort of separation between the two?

Speaker 2: So I think this is true on many, um, user-generated platforms, but you have to sort of start with this seek to understand and also trust the community approach. And you know, real talk, building on Roblox isn't for every brand, right? And that's why we've actually spent time creating entry points for everyone. I think you have to be really honest about, first, your, your structure and your infrastructure. Um, yes, I spent many, many years at Facebook and Meta, and in early days of social, not every brand was set up with a social team. Not every CMO, not every agency. If you don't have the infrastructure to do it the right way, you get sniffed out pretty quickly, and you lose that-- you lose the community. So I think the brands that have done this really well are brands that are really clear on the value of their IP, right? I'll give an example. NFL, right? NFL Universe. What an amazing opportunity it's been for the NFL to bring in new fans, to connect with existing fans, um, and also to extend their season, right? Seventeen NFL games. Wait a minute, you can have connection to the NFL team sports and IP 365 days on Roblox? That makes a lot of sense. Another brand, if you can't figure out the objective that you're pushing and the community that you're looking to build around, it's not gonna land in terms of a, we, we always say an always-on experience. You could have a moment, but if you really want this to be a core channel of how you're communicating with your audience, you need to think through that.

Speaker 1: And on the brand side, how sort of developed, uh, are they now on being able to realize the opportunity in terms of this, again, to my point around this is a category which is really, you know, uh, redefining kind of how we, how we think about sort of, you know, the attention economy and the participation economy and, and, and marketing in general?

Speaker 2: I think there's a range, right?

Speaker 1: Yeah.

Speaker 2: And I think, um, both in terms of who a brand might be targeting, although I would argue any brand needs to be thinking about Gen Z and Gen Alpha to be equipped to not just advertise on Roblox, but also just think about how you're connecting, how you're communicating. It's, it's way bigger than that. Um, so I think there are always early adopter brands. I think there are brands whose existence today depends on that generation, so they are more motivated and have more momentum behind them to lean in. Um, but I think in general there is a lot of curiosity about, you know, th-this Gen Z goes from digital to physical and back. And so it may be a few steps ahead of the measurement, but the reality is they're at school with their friends, and they come home, then they're creating on Roblox, and they go to sports practice, and they come back and, like, it's all one connective loop.

Speaker 1: I love that way of thinking. That's really interesting. When you said sort of maybe not right for everyone, I would disagree personally from experience. But, um, is there a category that you think is, is sort of sleeping on this right now?

Speaker 2: So maybe I'll just qualify what I said. Um, I do think there's an opportunity for everyone. I don't think every brand should build an always-on LiveOps experience on Roblox, and actually my role has been to find ways in partnership with others that there is a way for every brand to communicate with our very involved, engaged community. Um, so I think, again, that just comes back to really educating yourself on the space and getting comfortable with this isn't a two-second scroll, right? There are standard formats, but you have to think about in the course of someone's three hours a day on Roblox, how are they going to experience my brand throughout that whole story?

Speaker 1: That's brilliant because you've led me beautifully to my next kind of question, I suppose, in a sense.

Speaker 2: Perfect. Making it easy on you.

Speaker 1: Yeah. Thank you. Um, to that point, you know, particularly I think with the meta experience, um, which is, you know, is pretty much kind of setting the standard as h- as to kind of how ad-ads get bought, right? How much of your job now is making Roblox fit those sort of pipes versus getting the market to kind of buy differently?

Speaker 2: I think it's an and both, right? I think there's meeting the market and then making the market, and we sit in that really interesting intersection of right now there's an opportunity to meet the market, right? Standard formats, programmatic video, things that buyers understand, marketers understand the value of measurable, quantifiable fit and media mix modeling. And then there's, wait a minute, what is the value of all this stuff in the future? If I'm on Roblox, and I dress my avatar in Adidas Samba sneakers, and I'm wearing them for two weeks, three hours a day with my friends, how do you measure that in the real world? I think intuitively as marketers, we know that has to be greater value than walking by a billboard in Times Square. But I don't think everything's caught up to that yet, and that's really where you're gonna see us, like, go from the one to 10 in terms of how we lean into that in the future.

Speaker 1: And, and where are you on sort of, um, defining a, a, I suppose, in a sense, a sort of a, a next generation of, of kind of metrics that the industry is able to kind of understand, conform to, et cetera?

Speaker 2: So I think, uh, we're in the middle of it.

Speaker 1: Yeah.

Speaker 2: In the messy middle, I guess I would describe it.

Speaker 1: Yeah.

Speaker 2: Uh, I think when I started, we forgot the part about meeting the market, and we've had to slow down to meet the market so that we can make the market. And I think that's something we learned in social days too, right? Of like, wait, you have to crawl, walk, run. Very few marketers can just go straight to the sprint. And so now I think you're seeing us, okay, we've got some standard products. We're clear on what value we can drive. We can prove brand outcomes. Now we're sitting on this rich future. How do we bring everyone along in that? And by everyone, I don't just mean like a CMO getting excited. I mean IAB working with us on what are immersive standards and what are the new containers for measurement, and how do you translate that? And it's not a Roblox exclusive problem at all.

Speaker 1: Absolutely.

Speaker 2: It's an industry-

Speaker 1: We're all wrestling with it right now.

Speaker 2: Yes. And so that's where, you know, we're in deep collaboration on that, but I think we're still in early days, and there's a lot of nuance to it.

Speaker 1: Let's sort of unpack a little bit the, the ecosystem.

Speaker 2: Yes.

Speaker 1: So, you know, I kind of think of this as being, you know, you mentioned the creator obviously and, and, and that sort of exchange of value there. But you've got, you know, developers becoming the agency. You've got the agency becoming the developer. A brand campaign on Roblox often means, you know, a, a deal with multiple kind of part-parties. Tell me a little bit about kind of how that, how that sort of typically kind of plays out.

Speaker 2: So real talk, it's been a little bit of the Wild Wild West.

Speaker 1: Sure.

Speaker 2: And I think, uh, another thing that's been really important to me in this role, but also for my team and the company, is standardizing some of that so that the value exchange is clear, what success looks like is clear, the economics, like all of that. And so, um, this year we announced a few things to help with that. One is we have a new, it's called an independent ads policy, but now there is a registry, it exists now but it's mandatory in January, where every brand collaboration with a developer is registered. The economics are clear, the rev share is clear, and so that is becoming a forcing function to standardize. You know, we have seven million plus experiences. It is a really big, messy ecosystem, so we've got to-

Speaker 1: Yeah

Speaker 2: ... put a few guardrails in place not to-

Speaker 1: Limit

Speaker 2: ... you know, limit in any way.

Speaker 1: Yeah. Absolutely.

Speaker 2: But you wanna make sure that things are fair and equitable and the value exchange is there. The other thing we hear from brands a lot is like, "Wait, there's all these developers, there's all these creators. How do we know who is thumbs up seal of approval from Roblox? How do we know who is equipped to actually work with brands and brand IP?" And so we launched a program called Brand Link, which pre-vets the creators, the influencers, the dev studios to help a brand. Doesn't mean you can't work with someone else and register it, but just to kind of- ... shortcut a little bit of that process so you can find the right partner for you.

Speaker 1: I can imagine that being enormously helpful. And, and I guess, you know, with, with what you did at Meta, you know, there were phases and stages that you probably can kind of play back to and go, "Yep, we're, we're here, and I was there."

Speaker 1: You know, I suppose, right?

Speaker 2: You know, I think there are a lot of parallels to when you're building, and when you're building in a space that is new generation or next generation, and also different consumer behavior. So I think there's a lot to be said for that. And then I just think when you're in the build phase at any company, in any industry, there are things that, uh, you can pay for. So I do feel fortunate that I have lived a few lives on the social evolution. And, uh, however, I think Roblox is so unique in the triple-sided marketplace, and there's a lot of very different components to that that make it not quite cookie cutter. A playbook that works there for extremely precise performance marketing doesn't translate exactly.

Speaker 1: Yeah. And we talked a little bit about brands already, but I wanna kind of flip it to the other side, I guess, of the marketplace, which is the, the creators and the developers. What, what do they want from brands that, that, that sort of... And, and how do you help bring those two together?

Speaker 2: Yeah. I think at the baseline, trust, right? So I think when you think about-- I think about creators as they can be consultants, they can be strategic partners. I don't think about them exclusively standalone media channel. And the brands that come in and trust Justin, I know that you have this robust community on Roblox, and they follow you on YouTube, and you understand, and you've been building. Tell me. And they lean in and listen, versus a brand coming and saying to a creator, "I know best." Those are where the partnerships, I think, become a little more transactional. I don't think you see the best work. And again, authenticity is so important, as you know, to these generations, that the creators really live and breathe it all day, every day, and can be very helpful if you let them in.

Speaker 1: I've been having a, a number of kind of conversations with folks kind of all, all across the creator space, and, uh, they, they were talking to me about sort of breaking it down in terms of percentages and, and, and-

Speaker 2: Mm

Speaker 1: ... sort of, you know, like, you know, ratios of like, uh, creative freedom versus kind of brand.

Speaker 2: Oh.

Speaker 1: You know? It was very interesting to kind of, sort of understand how they think and, and how they advise their clients to, to think about sort of retaining the quality, retaining the uniqueness and the, and, uh, particularly for kind of Gen Z and Alpha, also, you know, that, that sense of, of, of real authenticity, right? So I just wondered again, how do you sort of really guide, uh, brands and, and perhaps, you know, similarly on developers and creators to, to get that balance right?

Speaker 2: I think we spend a lot of time giving brands exposure to our creator community, which is a little different-

Speaker 1: Yeah

Speaker 2: ... than, um, some of the other UGC platforms. We in September just had our Roblox developer conference, and we bring together thousands of Roblox developers. And I realized early on what an important moment to invite brands to see and feel this. Not to necessarily broker deals or partnerships, but to start to understand the community, so then when we do bring someone to the table or they ask about someone, you have an appreciation for how the whole system works together. So I think anytime you can help make it tangible, this was something we learned early days at Facebook too, of oftentimes the end buyer, measurer, promoter of the work isn't... I'll give you a asterisk. You're the anomaly, Justin, in the sense of isn't necessarily the daily user.

Speaker 1: Mm-hmm.

Speaker 2: And so making that come to life, I think unlocks the true creativity.

Speaker 1: And it may, it may be just, um, showing them the, the Adidas Sambas, but when a CMO kind of asks you, "Did it work?" You know, what do you show them?

Speaker 2: Look, I want them to measure Roblox with as much rigor as they're measuring every other marketing channel. I fully appreciate and accept that parts of our experience, the Sambas is a, is a great example, aren't quite there yet. But everything else we offer has standard measurement. You can look at brand lift, you can look at engagement, you can look at time spent. You know, like we have a lot of, um, standardization there that I think help evaluate the success. But at the end of the day, I want it to be measured in the outcome that the brand is hoping to drive.

Speaker 1: Now, you dropped, you dropped a sort of a, an example earlier on in this conversation, but can you take me through a little bit sort of more about the experiences that, that people just keep coming back to and participating in? Take us through maybe a, a recent sort of experience on Roblox that people just choose to return to and love.

Speaker 2: Would you like a brand experience or just...

Speaker 1: I'd love to-

Speaker 2: All of the above.

Speaker 1: All of the above, please.

Speaker 2: Okay. So I think-

Speaker 1: I think people are so curious to really understand this, and so the more we can kind of bring it to life for them, I think the better.

Speaker 2: So let me just give you a quick flavor of like top Roblox games, and then I'll give you a couple examples of how-

Speaker 1: Thank you

Speaker 2: ... brands fit into that, if that works. So, um, most of the top games have this sort of like stickiness quality of you want to come back every single day because, and you're nodding 'cause I'm sure you're experiencing this, right?

Speaker 1: Yeah. Can I mention one?

Speaker 2: Yes, please. Please tell me what you're playing.

Speaker 1: So Ru- Rust.

Speaker 2: Yes. Yes. Um, so you... There's like a strategic component. My kids are still playing 99 Nights in a Forest right now, which is a game that is competitive with your friends of how long you can survive in the forest, and there's all kinds of different strategery around it, and what tools you collect and how you, you know, spend any sort of klusups. But this, every day you come back and keep going to see if you can outlast your friends and how close you can get to 99, and there's this like competitive thing, working together thing, collaboration, and that makes it really sticky. Um, we have a great example with e.l.f., um, e.l.f. Cosmetics. They have a experience called Glow Up, and you come and you build your own business empire inside of it.

Speaker 1: Love it.

Speaker 2: Right? And so those, the values that are embedded in that, it's not a straight up makeup game at all. We have those too. But the values of e.l.f. and like the type of community they wanna build and the type of customer they wanna have are embedded in giving these users in this gameplay the skillsets to build a business empire, right? I'm super simplifying, but you get the-

Speaker 1: Yeah

Speaker 2: ... the gist. Um, we have fashion dress up games. Dress to Impress is a very popular game on Roblox, and you come and you compete with your friends for different themes, right? And you come back because every day, every week there's new capsule collections of attire for your avatar. There's new- Themes based on the season and different things like that. So there's this, like, cultural relevant piece that changes all the time. You also started to see, and I bet you played this with Gibson too, Grow a Garden was a huge breakout hit on Roblox a summer ago. And what we learned from that was Roblox is sort of replacing the Saturday morning cartoons, right? There's this tune-in behavior of everyone around the world is hopping on Roblox, and I mean millions of people, right? We had 40 million plus people playing that game at once on the weekend. And they're coming because every Saturday they've been conditioned to tune in for the latest update, or in this case it was, I described Grow a Garden sort of like FarmVille on Roblox. But you would come back because you needed the latest seed pack. You needed the stuff. You wanted your garden to grow faster than your friends. And we even had Travis Kelce hop in and launch a football seed and, you know, throw a football around with one of the game creators. And so this kind of behavior is something that we're really leaning into, and we're seeing brands follow suit. So I gave you the NFL example. FIFA was another great one during World- World Cup, really extending all the gameplay that was happening on the field onto Roblox and creating a space where fans could come connect and keep playing.

Speaker 1: And again, maybe leaning back in the parallels of, of, of Meta, but sort of, you know, as, as you're, um, you know, you, um, developing, um, once the idea has been bought into, how early does your team get involved? And then how does your team, I suppose, stay with the process, uh, you know, uh, beyond sort of that initial kind of idea stage rather than simply looking at a media plan?

Speaker 2: I think my advice on this always is the earlier the better, right? Whatever the idea is, the earlier you can bring in everyone that's a part of the ultimate, going to be part of the ultimate output, the better. The better ideas you get, the more upstream you get, the more helpful everyone can be. Roblox's direct level involvement varies heavily based on what the actual execution is, but we're always there to hold brands' hands all along the way to make sure that it is po- a positive experience, and also most importantly, that we're driving results for them.

Speaker 1: Let's talk a little bit about age appropriateness-

Speaker 2: Yes

Speaker 1: ... and trust and, and sort of, you know, where the partnership starts. You've got, you know, obviously a young audience. Parents are paying attention. Um, how does age appropriateness kind of shape what a partnership can and cannot be?

Speaker 2: So this is a really important value at Roblox. Roblox, little known fact, though you may remember this, has been around for 20 years. And from the inception, safety has been kind of built into the ethos, right? As you scale, those challenges become larger. But this is something that Roblox has been, um, I would say, a trailblazer for years on. So most recently we launched, uh, facial age recognition. Hopefully you and Gibson have done this.

Speaker 1: Yeah.

Speaker 2: But this is... I, I always say I feel like this punched so above our weight. Like, we are such a small, nimble company relative to many of our large, giant tech peers. And to have facial recognition technology so everyone can feel safe, and I mean everyone, you as a parent or me as an advertiser, that who you're reaching is who they say they are. And so we do take it very seriously that we do have a younger audience. We also have an older audience, but we wanna make sure-

Speaker 1: Yeah

Speaker 2: ... if you want to reach the younger audience, you know, and if you don't, you also know. And now we have almost 60% of our global user base that has done facial age recognition. So we are, I would say, leaps and bounds ahead of other platforms in this, in terms of if I'm an advertiser, I know who I'm reaching. If a pa- I'm a parent, I know what type of content my kid is getting based on truly what they look like.

Speaker 1: And how do you work with brands on that, on that sort of age appropriateness kind of aspect when it comes to participation and the creative?

Speaker 2: I think we go back to the brand objectives again. You can imagine a, a partner like Mattel might be very interested in reaching a younger cohort for a specific product or opportunity.

Speaker 1: Yeah.

Speaker 2: And same thing, we see this a lot with the studios, right? Different s- theatrical releases have different audiences, and so this allows us to either customize what type of games and experiences their ads should run in, or if they wanna do more. We have a lot of ability with some of the cohort targeting of maybe you just wanna be in sports games, and that's relevant. Or maybe you're looking for a specific gender breakout. And so we know a lot about who's playing the games. And with seven million experiences, we have a lot of range to help you reach who you want, where you want, with the safety precautions and guardrails of assurance to know that they are who they say they are.

Speaker 2: Well, first they can call me. So but all, uh, all joking aside, you can certainly call me. I think I would a- encourage everyone to just start with some of the basics. Start with some of our basic advertising units. Start with running a few videos that you're running on other social platforms. Try running them on Roblox. We see all day, every day with Comscore, we have incremental reach, right? Over half of our audience isn't on Instagram. They're not on TikTok. So come, get your feet wet. Before you contact a development studio or start to get really, really creative, let's just test and see. Oh wait, am I bringing in new people to the fold? Is this working? Can this be a viable channel for me? I think if you're targeting Gen Z and Roblox isn't on your plan, you're missing out. But let's, let's let us prove that to you, and then we can scale from there.

Speaker 1: I love it. Let's talk a little bit about building a team. You, you joined to build a business that did not really kind of exist inside the company. Uh, uh, what did you focus on in the first sort of, you know, 30, 60, 90 kind of style, uh-

Speaker 2: Taking me back to my interview here-

Speaker 1: Yeah

Speaker 2: ... Justin. Look, I think it's, for me, people is the core of everything, right? And I think coming in and assessing what skills you need, is the organization set up, where are the gaps, and tooling that. If you don't do that first, you set yourself back forever, right? So you can have the best product, the best strategy, the best everything. If you don't have the right organization to bring it to market, build it in-house. And so I would say, you know, honestly, probably even the first 18 months, not even 90 days, was really about that. And not even just my team, but this was building a core business inside of a company with a very ... profitable core business, how do you set that up for success? And so I spent a lot of time honestly learning from others. Like, a big challenge or change from my previous life had been, wait, that was the core business. And so, you know, I really leaned into some of my other peers who have been building core business inside of core businesses, the Ubers of the world and things, to understand how do you do this successfully? How do you bring the board along, the executive team along, and also the industry along?

Speaker 1: I love that you've mentioned kind of both sides s- to that. Picking up on the skills, I, I've been chatting to a lot of people about sort of how, you know, the skills that we need to do the jobs of today are not the jo- the skills we had to do the jobs of yesterday, and certainly not for tomorrow, right? What have you sort of picked up along the way around that? You know, what are, what are those traditional skills and, and non-traditional skills that, that you really wanna have as part of that team you're building?

Speaker 2: So I think no matter what channel you're working on, no matter how fast AI innovates, at the end of the day, marketing is a human connection, and being in this industry is all still based on relationships, right? And so I think it's really important that you can bring in people that are adaptable, that are flexible, that are open to change, that are curious, curious about the future, but also you can't ignore the power of the human connection. So that's really important to me. Uh, versatility is really important to me. I also remember ages ago, I was at a sales conference, I think at Facebook, and we had a CEO of one of the major holding companies come and talk to us, and I think he was interviewed by Sheryl Sandberg, who asked him what he looks for in hiring people, and he talked about healthy paranoia, and I've thought about that a lot, right? Because you want somebody that cares enough, right? Cares so much. You don't want it to be in any way crippling or negative, but, like, you need someone that's, like, got a healthy amount of, "I'm going to make sure that we have the best meeting of the day. We launch the best possible product. We ask the right questions. We do our research and homework," and I think that's a really positive thing to have.

Speaker 1: I love it. I'm gonna steal that one if that's okay.

Speaker 2: Steal it.

Speaker 2: It was Andrew Robertson from BBDO.

Speaker 1: Okay.

Speaker 2: I should give credit where credit's due.

Speaker 1: Cite- Notably cited, right. Um, so three quick-fire questions to finish up.

Speaker 2: Yes, quick-fire.

Speaker 1: All right. So your, what is your absolute go-to resource?

Speaker 2: Ooh, these days I gotta, I gotta give a shout-out to Muse. I am-- I was hesitant to be an early adopter, now I can't imagine functioning without it.

Speaker 1: I love it. Thank you. Where do you get your inspiration from?

Speaker 2: Everywhere. I mean, I talked about our Roblox Developer Conference. That to me every year is so eye-opening of the creativity, the ideas, the demographics, just everything, how it's changing and changing so rapidly. And also seeing my kids, right? Just seeing how they are consuming things differently, talking about things differently, just, like, really watching. I've followed consumer behavior my whole life, and it's nice to have a frontline at work and frontline at home into the future generations.

Speaker 1: And a brand or business you really admire right now, and maybe they should be on Roblox, and why?

Speaker 2: Oh, all right. I gotta give a shout-out to Todd Kaplan over at Kraft. I have been so impressed by how he has really taken that, all of that family of brands and allowing them to now move at the speed of culture. So whether it's launching TSA-approved mini ranch dressings, or the people have spoken in giant Capri Suns now for you know, the soccer sidelines. I think it's really been fun to watch how they've taken established household staples and then gotten them into the, like, very timely and moving fast, right? Which in a, is very challenging in that space. So shout-out to that team. You should 1,000% come on over to Roblox. We're ready to welcome you with open arms.

Speaker 1: Stephanie, it's been an absolute pleasure. Thank you so much for joining the Business of Marketing.

Speaker 2: Thanks for having me. I hope I see you on Roblox soon.

Speaker 1: Can't wait.