“Brookhaven,” the most-visited game in Roblox history, was created by the Roblox developer known as Wolfpaq. By early 2025, Wolfpaq had sold it to Voldex.
Voldex operates on a specific premise: the most valuable properties on Roblox are games with established communities that no marketing budget can replicate from scratch. The company acquires those properties, builds dedicated game teams around them, and builds the operational infrastructure to grow them further. Across Voldex’s three main titles, “Brookhaven,” “Driving Empire,” and “NFL Universe Football,” that model now reaches more than 160 million monthly players, according to the company.
“We saw a lot of demand for brands to come onto Roblox,” says Harry Bienenstock, VP of Growth at Voldex. “A great way to be on Roblox is to get in front of audiences where they already are.”
Harry joined Voldex in 2022, bringing 14 years of experience across performance marketing, analytics, and live game operations. When Voldex’s founder and CEO, Alex Singer, recruited him to build the company’s marketing and analytics functions, brand partnerships were not yet a core part of the role. His remit now covers partnerships with the NFL, NASCAR, NBCUniversal, and The LEGO Group, among others.
The Confidence to Acquire the Biggest Game on the Platform
Voldex’s decision to operate rather than build emerged from direct experience with both approaches. The company had previously developed original games alongside acquired titles before concluding that live-operating properties with existing communities were a strategic shift fuelled by more predictability. “There’s a lot more traction with live-operating games if we have the proper resources on them,” Harry says, “and we continue with the content cadence users expect on the platform.”
Wolfpaq had built “Brookhaven” over several years. After the acquisition, Voldex worked closely with him to understand which design decisions he had made intentionally and what the community would resist seeing changed. That collaboration has since narrowed as Voldex developed its own read on the player base, with the original developer consulted on select decisions rather than involved across most initiatives.
Scaling the Team Around the Game
Wolfpaq released content updates to “Brookhaven” every two weeks. Voldex moved the game to a weekly cadence, supported by a multi-disciplinary team of over 35 people dedicated to that title alone. Each of Voldex’s three main games operates under a similar structure.
That team size gives Voldex the capacity to run complex brand partnerships alongside a game’s ongoing product roadmap. Voldex worked directly with NBCUniversal on activations tied to the “Wicked” film and the “Minions” franchise inside “Brookhaven,” and ran multiple campaigns with The LEGO Group. “Not to say that Wolfpaq couldn’t have done these,” Harry says, “but I think we had more bandwidth to take on that type of project.”
Legal, contracting, marketing, production, and coordination across multiple parties simultaneously are the operational layers where individual developers face the most friction, in Harry’s assessment.
Harry is careful about what this distinction represents. He emphasizes that Voldex does not claim an advantage over solo creators on the product side; the games it acquires are valuable precisely because individual developers built them well. The difference is in execution capacity. “We work closely with brands to develop ideas that feel native to the game while respecting their objectives and brand guidelines,” he says.
Successful Games Is the Foundation
Brand partnerships are visible, but they are not where Roblox game revenue primarily originates. Harry is direct about the distinction: in-game revenue on Roblox across its several
Roblox’s monetization structure also includes creator rewards based on player engagement, rewarded video advertising, and billboard placements within game environments. For Voldex, those mechanisms reinforce a model in which player engagement is both the business objective and the primary business metric. If a game retains players, the revenue follows. The qualitative signal, what players post about an activation on TikTok, YouTube, and Discord, complements reach, engagement, time spent, brand lift, and other quantitative measures in Harry’s framework.
That framing also sets the terms for how Voldex evaluates whether a brand activation succeeded. Reach and time spent are measurable outputs. Whether the content felt worth engaging with, and whether players responded to it positively in community spaces, is the signal that reflects actual performance, as Harry explains.
Why Established Communities Matter to Brands
For brands, the value of established Roblox games lies in the active communities already within them. Voldex’s NASCAR partnership in “Driving Empire” won two Roblox Innovation Awards, and “NFL Universe Football” has demonstrated what it looks like to give an established sports brand a persistent home and community on the platform.
“Instead of building a game from scratch and trying to build up their own community,” Harry says, “they could plug into an existing community of passionate fans.”
The partnerships now run on synchronized real-world schedules. NASCAR activations in “Driving Empire” have tracked the racing calendar for two consecutive seasons, beginning with the Daytona 500. For “NFL Universe Football,” a Christian McCaffrey appearance during Super Bowl week in San Francisco was coordinated across Roblox, the NFL, and Voldex’s development and marketing teams simultaneously. “Instead of just passively consuming the content by watching on TV,” Harry says, “they could actually be a part of it.”
Voldex shares learnings across its portfolio while preserving each game’s distinct identity. Harry says “Driving Empire” has since reached all-time highs in both concurrent and monthly active users.
A Strategy That Depends on Creators Continuing to Build
Harry sees no contradiction between a platform that allows single developers to build global games and a company that acquires those games once they succeed. On Roblox, he argues, the two dynamics are complementary. “It’s great for developers to keep creating and keep bringing fun content to the platform,” Harry says. “And for us, we’ll continue to live-operate and grow our existing titles.”
For creators currently building at scale, Harry’s advice centers on the discipline that helps a game endure: consistently delivering for its community.
“The strongest Roblox games pair a distinctive creative vision with a deeply engaged community and the ability to evolve over time,” Harry says. “For creators, the priority should be building an experience players genuinely want to return to, not building toward a potential acquisition.”
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