Rockstar Games has engaged in discussions with leading creators from Roblox and Fortnite about potential collaborations within Grand Theft Auto VI, three industry sources familiar with the meetings reveal to Digiday. 

The initiative signals a potential shift in the company’s approach to user-generated content (UGC) ahead of the game’s anticipated release this year.

According to the sources, the discussions center on enabling creators to develop custom experiences within GTA VI’s virtual environment, potentially allowing them to incorporate their intellectual property and brand partnerships into the game. 

While the specific financial benefits for creators remain undefined, the conversations suggest a departure from Rockstar’s traditionally controlled approach to content creation.

“If Rockstar embraces UGC, it’s a game-changer, plain and simple,” says Chad Mustard, COO of UGC gaming studio JOGO in a statement shared with Digiday. “The demand for creator-driven experiences is already massive, and this could unlock unprecedented opportunities for studios like ours.”

Recent Roblox research surveying 2,100 U.S. respondents revealed that 82% of users appreciate brands that provide in-experience content, such as avatar items and special mini-games. This high level of engagement extended to other forms of brand presence on the platform, with 78% of respondents stating they enjoy immersive experiences from brands on Roblox.

Building on Existing Creator Ecosystem 

The move follows Rockstar’s 2023 acquisition of FiveM, a modification platform for GTA V that enables multiplayer servers and custom experiences. FiveM’s business model currently generates revenue through subscription fees ranging from $25 to $100 monthly, offering users custom cosmetic items and priority server access.

“It is my firm belief that is the reason that they purchased FiveM is exactly that — to spin up a metaversal universe of custom-built experiences, and potentially UGC items, with an attached UGC creator economy,” comments Pete Basgen, Global Gaming and Esports Lead for WPP agency Wavemaker.

The potential platform transformation comes as GTA V maintains its position as Twitch’s most-watched game, primarily driven by activity within FiveM servers. 

Chris Hopper, COO of talent management company Loaded, which operates the GTA role-playing server Prodigy RP, notes the distinctive nature of the game’s social interactions, saying: “A lot of what you see on Roblox and Minecraft feels so geared towards the direct-play experience. The foundation of ‘GTA RP’ has always been player-to-player interaction.”

With reports of a $2 billion production cost for GTA VI, industry observers speculate about potential changes to Rockstar’s historically resistant stance toward real-world brand integration. The developer has traditionally opted for parody brands like “Sprunk” instead of actual corporate partnerships.