The global gaming industry is facing a reckoning. Once thought to be recession-proof, the sector has recently been rocked by layoffs, major studio closures and stalled growth across marquee franchises. Yet amid the headwinds, one segment of the market is thriving.
Welcome to what Alex Seropian calls the “Creator Era” of gaming.
“The creator part of the games industry is having a moment,” says Seropian, co-creator of Halo and founder of Look North World. “And the moment has real financial evidence behind it.”
Seropian is talking about platforms like Roblox, Fortnite and Minecraft, ecosystems that allow players to build, share and monetize their own games. Once relegated to the margins of mainstream game development, these player-driven environments are now defining the industry’s next chapter.
Explosive Growth in a Shrinking Industry
“Roblox stock has tripled in the past year,” Seropian points out. “And the most played game of all time is now a Roblox game.”
That title? Grow a Garden, developed not by a AAA studio, but by a creator who grew up playing Roblox. The game drew nearly 22 million concurrent users in July 2025 alone, while another Roblox-born title, Steal a Brainrot, has surpassed 24 million players across Roblox and Fortnite.
“Roblox, Fortnite and Overwolf together represent over 500 million monthly active players — that’s nearly four times the size of Steam,” Seropian emphasizes. “The scale of opportunity is massive.”
As traditional studios struggle with long development cycles and ballooning budgets, creator platforms offer a radically different model: low cost, high agility and built-in communities of millions. And that model is paying off.
“We’re seeing more engagement here than on TikTok or Instagram,” Seropian says. “This isn’t just about games anymore. It’s about social connection, commerce and creativity all wrapped into one experience.”
From Players to Builders: The New Career Path
Seropian’s studio, Look North World, is one of the first game companies built specifically for this new ecosystem. Rather than chasing blockbuster titles, they’re investing in creator talent across platforms like Roblox and Fortnite.
“We call them player-creator platforms,” he explains. “The audience is building the game. The players are also the developers. That changes everything.”
Through Look North World’s Creator Label, the company funds and co-develops games with up-and-coming creators, many of whom are teenagers or young adults with no formal game development training.
“We’re not just looking to publish finished games,” says Seropian. “We’re looking for creators with fantastic ideas and helping them build those ideas alongside us.”
The program offers a guaranteed $15,000 advance per map, up to $35,000 in marketing spend, full IP ownership for the creator, and hands-on mentorship from seasoned developers. “It’s about giving creators the resources and respect they deserve,” Seropian adds.
The first signed creators include Austin ‘TomJank’ Rodriguez and Jon ‘SightedSloth’ Jungemann, rising talents who are helping shape the next generation of UGC titles.
Why This Model Works
Seropian, who helped build Halo into a cultural juggernaut, sees a fundamental difference in how games succeed on creator platforms.
“In traditional games, you’re hoping players will stop what they’re doing and come try your game,” he says. “In a creator ecosystem, they’re already there. They can move seamlessly from one experience to another with their friends. That mobility changes how you think about building.”
Speed and relevance matter. Unlike AAA titles that take years to ship, creators on Roblox and Fortnite can build and publish games in weeks.
“You’re rewarded for being relevant,” Seropian explains. “You have to be in the moment. And to do that, you need to build fast.”
That speed is why his team is investing in AI tools to help creators port experiences across platforms.
“We’re creating tech to allow Fortnite games to be ported into Roblox and vice versa,” he reveals. “That reduces development time and massively expands reach.”
Look North World has also made a Roblox game acquisition (to be announced), and is working on a new original Fortnite RPG experience inspired by Dungeons & Dragons.
More Equitable Monetization
Beyond the creative freedom, creator platforms may also be more financially equitable than traditional gaming marketplaces.
“The top 10% of games on Roblox account for a smaller share of revenue than the top 10% on Steam,” Seropian says. “That means there’s more depth of success on Roblox. You don’t have to be number one to make a living.”
These platforms also reduce the impact of advertising spend. Unlike mobile app stores or Steam, creators can’t simply pay their way to the top.
“It’s more egalitarian,” he says. “Success comes from talent, persistence and luck, just like in any creative field.”
Brands Are Paying Attention
Brands and IP holders are also joining the party. From Marvel characters appearing in Fortnite to experiential games developed for companies like DoorDash, Seropian sees huge potential for brand integration.
“There’s a $150 billion advertising opportunity here that isn’t included in traditional gaming revenue stats,” he says. “Brands play a key role in sustaining these ecosystems.”
A Platform for the Next Generation
Ultimately, Seropian believes creator-led platforms are a huge business opportunity.
“This generation is growing up building things,” he says. “They’re creators. They’re building the future of the industry.”
As gaming enters a new era shaped by community, creativity and real-time participation, the lines between player and developer are blurring. And in that blur, Alex Seropian sees nothing less than a renaissance.
“The most important thing in games has always been the people,” he says. “And the people building on these platforms today? They’re the future.”
This article is based on an interview with Alex Seropian from my podcast, The Business of Creators.