Maya Robertson
Super League has acquired Supersocial, a fellow Roblox-focused creative agency and studio, as consolidation ramps up in the fast-evolving world of branded experiences on metaverse platforms. The deal—announced May 1, 2025, for an undisclosed amount—unites two members of the Roblox Partner Program and brings together a portfolio of branded experiences that have collectively generated more than 390 million visits and over 3 billion ad impressions across 49 Roblox games.
The move strengthens Super League’s position in the branded gaming space and signals a strategic response to shifting brand spending patterns on Roblox. Supersocial’s founder and CEO, Yon Raz-Fridman, will stay on as an advisor to Super League as the company integrates Supersocial’s capabilities and client base into its operations. The Supersocial brand will be phased out.
With the acquisition, Super League’s headcount will rise to approximately 50 employees, including a small but focused sales team of 5 to 10. Supersocial was previously known for building custom branded Roblox worlds for clients like Gucci, Walmart, Warner Bros., and e.l.f. Cosmetics, while Super League’s core expertise has traditionally been integrating brands into existing games.
This acquisition is the latest in a string of consolidation moves within the Roblox development ecosystem in 2025. It follows Voldex’s purchase of the studio behind Brookhaven in February and Infinite Reality’s acquisition of Obsess in January. With more than 90 studios currently creating branded content on Roblox and 20 agencies in the Partner Program, competition has intensified. At the same time, brands are reducing spend on large-scale custom experiences in favor of more targeted, modular integrations and native ad products.
The shift in spending behavior reflects changing advertiser priorities. Rather than investing heavily in standalone branded worlds, brands are increasingly looking to optimize ROI through scalable ad formats and strategic partnerships. As a result, studios are under pressure to adapt or combine resources.
“Studios built their business around premium-priced, large-scale builds. But the market has moved,” said Charles Hambro, CEO of metaverse analytics platform GEEIQ. “Now, brands are reallocating budgets toward native ad formats and creator-led activations that offer more flexibility and reach.”
Observers draw parallels between today’s Roblox studios and the multi-channel networks (MCNs) that once dominated YouTube. Like MCNs, these Roblox agencies initially thrived by acting as intermediaries between creators, platforms, and advertisers. But as platforms evolve and creators gain direct access to brands, the role of such intermediaries is shifting. Only agencies that can demonstrate clear value through quality, specialization, or scalability are likely to persist.
“There are clear echoes of what happened on YouTube and Instagram in the 2010s,” said Stephen Dypiangco, a Roblox brand consultant and industry analyst. “Brands now view Roblox as a social platform, and they’re beginning to build direct relationships with creators.”
As Super League inherits Supersocial’s clients and live games, the company also gains strategic access to new creative talent and branded IP portfolios. While terms of the acquisition remain confidential, the deal underscores a key moment in Roblox’s advertising evolution, as studios realign around efficiency, adaptability, and measurable brand outcomes.
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