Recorded live at MIP Junior in Cannes, Jo grabs Andrew and Jonathan from Twin Atlas — the studio behind Creatures of Sonaria, one of Roblox’s deepest and most beloved game worlds — for a conversation that doubles as a preview of their panel session on stage an hour later.

Twin Atlas are at MIP Junior because the line between gaming and entertainment is blurring in real time, and Creatures of Sonaria is the proof. Built six years ago, grown through community co-creation, now moving into merchandise, licensing, an animated series on Sky, and active conversations around film — it’s the reverse distribution model that keeps coming up across kids media, this time born entirely on Roblox. The conversation covers how community-driven lore works as a content development engine, what authentic brand collaboration on Roblox actually looks like (the Avatar: Last Airbender event that brought Appa into the game as a playable creature is the standout example), and why Roblox’s safety investments — however painful in the short term for developers and the stock price — are the right long game.

• The episode’s sharpest moment is on data. Thirteen million concurrent players for the Bruno Mars concert versus eleven million NBA Finals viewers makes for a striking headline, but the more interesting point is what Roblox data can actually tell an IP owner: not just how many people showed up, but where they stood, what they interacted with, and which unexpected character became the event’s breakout star. That kind of behavioural intelligence is simply not available from broadcast, and Twin Atlas’s argument is that smart IP owners should be treating Roblox as a real-time testing ground for everything that comes after.