GameSquare Ventures into the Metaverse with Moonlight Studios

GameSquare, a gaming company backed by Dallas Cowboys owner Jerry Jones, has announced the formation of Moonlight Studios – a division focused on creating customized experiences within gaming worlds such as Roblox, Fortnite, and Grand Theft Auto.

Operating in secret for the past six months, Moonlight is led by Head of Studio Kyle Rapozo, a former professional Fortnite player better known as Kaz on his social media channels. Rapozo competed in Fortnite as part of the FaZe Clan team, which GameSquare acquired in an October 2023 transaction that brought together two powerful esports brands.

Rapozo’s team of developers are collaborating with Zoned, a creative agency owned by GameSquare, which has worked with brands such as Cash App, Amazon, Epic Games, and Jack in The Box. Moonlight will leverage the resources of Zoned to introduce experiential campaigns into the metaverse.

“In the past 12 months, we have seen an increasing demand for world-building services, and the launch of Moonlight Studios is a result of highly successful campaigns we have created for our clients,” said GameSquare CEO Justin Kenna. “Our success is a direct result of a deep understanding of gaming community trends and a commitment to innovation, making Kaz a dynamic leader.”

GameSquare is not the only media company exploring the marketing potential of Roblox and Fortnite. These games have become the most popular ways for consumers to experience the once-hyped metaverse. Fortnite publisher Epic Games caused a stir last year by introducing a world-building tool called Unreal Editor in response to the proliferation of custom worlds in Roblox. This venture was praised for its creator-friendly economy.

Another gaming company, Misfits, has decided to capitalize on the popularity of Roblox worlds by creating a creative platform called Pixel Playground in collaboration with Karl Jacobs and KreekCraft. Like Moonlight, Pixel Playground is led by creators and utilizes strategic resources from its parent company.

Brands that have recently launched experiential campaigns in Roblox include Hilton and Lionsgate.

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The source of the article is from the blog japan-pc.jp