Inside Roblox’s Brand Strategy: Sue Anderson on Gen Z, Creativity, and UGC at Scale

In this episode of Technically Creative, Orlando sits down with Sue Anderson, VP of Creative at Roblox and former agency veteran, to unpack what happens when the creative lead of one of the most visited platforms on Earth doesn’t make any of the content. With over 98 million daily users and more than 40 million user-generated experiences, Roblox isn’t just a game — it’s a decentralized creative economy. Sue breaks down how her team is building a brand inside a world that was built entirely by its users, and what that means for the future of marketing, creativity, and Gen Z engagement. From leaving ad agencies for Meta and eventually landing at Roblox, Sue explains why the best creative ideas often die at the agency briefing stage — and how being closer to the product unlocked the kind of thinking she once had to hide at the back of a pitch deck. She also shares why Roblox never tests creativity, why legacy brands fail to grasp user-generated content, and what every marketer can learn from a platform where fans earn $1M+ building experiences with their friends. Orlando and Sue explore: Why Roblox doesn’t buy media, but is media How to build a brand when your users create the product What creative leadership looks like inside a tech company Why agencies are often pitching to the wrong problem The three audiences Roblox creates for: players, creators, and parents What adland can learn from a platform with 98M daily active users Why Gen Z “sniffs out” inauthentic marketing faster than any generation before What Cannes Lions judging taught Sue about creativity in a post-platform era Her biggest creative failure — and the email that turned it around