The video game industry is entering a new era, defined by creativity, collaboration, and the evolution of how developers engage both players and partners. At this year’s GamesBeat Next Conference, Twin Atlas’s Andrew Bereza joined Christopher Mann and Karim Farhaly on the panel “The Next Era of Game Monetization” to discuss how studios can build sustainable game economies that reward players, empower creators, and open meaningful opportunities for brands.
Balancing Player Experience and Brand Partnership
Andrew shares how Twin Atlas has built its success on Roblox by creating immersive, community-driven experiences that players genuinely love, while also introducing thoughtful ways for brands to participate. With over 7 billion plays, 35 million monthly active users, and 16 million community members, Twin Atlas’s portfolio shows how authentic gameplay and brand integration can coexist to create value for everyone.
Rather than treating brand collaborations as product placements, Twin Atlas designs them as interactive storytelling opportunities. From integrating entertainment IPs into narrative-driven missions to hosting in-game events with real-world partners, Andrew emphasized the importance of maintaining trust with players while helping brands reach audiences in organic, creative ways.
“Players can tell when something is built for them versus at them,” Andrew noted. “Our goal is always to make partnerships additive; they should feel like they belong in the world, not like they were dropped into it.”
The Broader GamesBeat Next Conversation
GamesBeat Next 2025 gathered over 500 developers, publishers, investors, and innovators to explore what’s shaping the next phase of gaming, from UGC ecosystems to new monetization frameworks. The “Next Era of Game Monetization” panel highlighted that the future of live service and free-to-play models isn’t just about revenue streams; it’s about building player-first economies that sustain long-term engagement and trust.
As Twin Atlas continues to evolve, its approach reflects a broader shift in the industry, one that values creativity, transparency, and collaboration between developers, communities, and brands.
Looking Ahead
Twin Atlas’s presence at GamesBeat Next highlights our commitment to leading studios onto Roblox, and beyond, balancing fun, fairness, and innovation. By keeping the player experience at the heart of everything we build while embracing strategic partnerships, Twin Atlas continues to redefine what it means to create games that inspire, connect, and endure.
Looking farther in the future, our long-term vision is to expand the Twin Atlas universe beyond games, developing new opportunities in e-commerce, entertainment, and animated shows that bring our franchises to life across different mediums. As we continue to grow our presence in interactive entertainment, we’re also excited to participate in the SEG3 Conference next month to share more about our future and how we’re helping shape the next era of digital experiences.
