Roblox is making a significant move to strengthen its creator-first vision. The company announced that Vlad Loktev will join as chief creator ecosystem officer on September 29, taking on a newly created leadership role within Roblox’s creator division.
Loktev’s mandate is broad: he will oversee creator success initiatives, including building out an integrated suite of development tools, expanding developer relations programs, and organizing platform events. The role is designed to deepen Roblox’s ties with its creator community — a community that the company describes as “the foundation of Roblox’s future.”
A Growing Creator Economy
In its announcement, Roblox underscored why this appointment matters. The company has set an ambitious goal: ensuring that 10% of all global gaming content revenue flows through the Roblox ecosystem, redistributed directly to its creator base. Loktev’s role will be pivotal in ensuring that milestone is reached.
“The energy and potential of our creator community has never been more powerful,” the company said. That energy has already translated into record-breaking player engagement. Just last month, Roblox saw more than 45 million concurrent users online. Among the standout games driving that traffic were Grow a Garden, Dress to Impress, and Steal a Brainrot — the latter now holding the world record for most concurrent players in a single game, peaking at 24.2 million concurrent users.
These kinds of numbers illustrate why Roblox is increasingly positioning itself not just as a gaming platform, but as a cultural hub where creators and players can fuel each other’s momentum.
Record Creator Earnings
The appointment also comes on the heels of major financial milestones for Roblox’s developer community. Earlier this month, the company revealed that creators collectively earned over $1 billion in the past year through the Developer Exchange (DevEx) program, which allows developers to convert their virtual Robux earnings into real-world currency.
To further incentivize creators, Roblox announced an 8.5% increase in DevEx payouts, raising the conversion rate from $350 to $380 per 100,000 Robux. For developers running large-scale experiences, this shift can translate into substantial additional revenue.
AI and New Tools
Roblox is also investing in the future of development itself. At its recent Roblox Developers Conference (RDC), the company unveiled a suite of AI-powered innovations aimed at lowering barriers to entry and empowering more creators. The new tools include AI-assisted coding and asset creation, which are designed to streamline the process of building immersive experiences on the platform.
Coupled with updated monetization pathways, these changes reinforce Roblox’s commitment to making game creation more accessible — whether you’re a solo developer just starting out or a large studio running a virtual business within the ecosystem.
Why Vlad Loktev?
Loktev brings deep experience in scaling creator ecosystems. Though Roblox hasn’t detailed his prior roles in this announcement, the title alone — chief creator ecosystem officer — signals the company’s intent to treat developer relations as a strategic priority at the highest level of leadership.
His task will be to align Roblox’s tools, policies, and events into one cohesive ecosystem, ensuring that developers can not only build but also thrive economically on the platform. For Roblox, this is about ensuring that the next breakout hits — like Steal a Brainrot or Dress to Impress — continue to emerge from within its creator community.
A Platform in Transition
The timing of this leadership appointment highlights Roblox’s broader transition. Once primarily viewed as a children’s gaming platform, Roblox has steadily expanded into a global entertainment ecosystem with ambitions far beyond its original roots.
Breaking concurrency records, distributing billions in creator payouts, and investing heavily in AI are all signs that the platform is entering a new phase — one where creators are treated as equal stakeholders in its success. Loktev’s role symbolizes that shift.
What’s Next for Roblox?
With user numbers surging and creators earning more than ever, Roblox is making clear that it views the creator economy as its growth engine. By raising DevEx rates, unveiling AI development tools, and appointing leadership dedicated to creator success, the company is sending a strong signal: supporting creators is no longer just part of the business — it is the business.
As Roblox tracks toward its 10% revenue-flow target, Loktev’s challenge will be to balance rapid expansion with sustainable support for developers of all sizes. The stakes are high: creators increasingly see Roblox as a viable career path, and ensuring that ecosystem thrives is critical to keeping the platform at the center of global gaming culture.
For now, the message is clear — Roblox’s creator community has never been more powerful, and the company is investing in leadership, tools, and policies to keep that momentum alive.
