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Moonrock Labs brings collectively content material advertising and marketing for manufacturers and recreation builders to develop branded experiences for the metaverse.

It’s a younger firm however it has hit the bottom operating in offers with a number of completely different manufacturers and recreation corporations. It’s working with manufacturers corresponding to Lenovo, Kellogg, Coca-Cola/Fanta, Burger King and a variety of others that wish to transfer into metaverse experiences like Roblox, Fortnite and Minecraft.

“Moonrock Labs is all about serving to manufacturers get their branding into video games like Roblox and Minecraft,” mentioned John Benyamine, cofounder of Moonrock Labs, in an interview with GamesBeat. “To essentially interact with audiences with {custom} Roblox, Minecraft and Fortnite activations.”

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The Lord of the Rings in a metaverse expertise.

Gaming content material veteran John Gaudiosi labored with Benyamine at Greenlit Content material of their earlier firm. They exited in 2019, promoting the corporate to Rekt International, which in flip bought itself to Infinite Actuality for $470 million in April 2022.


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Gaudiosi left to start out Moonrock Agency to work on content material advertising and marketing for manufacturers in gaming. Benyamine joined him later. Then Benyamine met Khrisna Singh, at, of all locations, the GamesBeat Summit Subsequent convention in November 2022. Singh advised Benyamine he had been on the lookout for him.

Singh was CFO of EVNT, a improvement studio. He proposed they get collectively and begin Moonrock Labs, which might give attention to bringing collectively manufacturers with video games inside metaverse experiences like Roblox, Minecraft and Fortnite.

The businesses shaped a three way partnership referred to as Moonrock Labs, which is a part of Moonrock. Benyamine is cofounder of Moonrock Labs and strategic adviser to Moonrock. Gaudiosi serves as president of Moonrock. Singh is CFO of Moonrock Labs. Noah Barskiy is CEO of Moonrock Labs, and Jordan Baker is COO of Moonrock Labs. They’re all making use of their experience to creating branded experiences aimed toward reaching the tens of thousands and thousands of customers who’re rising up inside metaverse experiences.

Typically they get their initiatives finished in eight weeks. However others can take longer, Benyamine mentioned.

“It is determined by the undertaking and the way broad a backend we have to make,” Benyamine mentioned. “Typically we are able to put a number of engineers on it. For smaller-scale initiatives, it’s only a few individuals. One undertaking might be going to have 50 or 60 individuals.”

Moonrock Labs is bringing manufacturers into Fornite.

All advised, Moonrock has entry to round 100 workers and contractors. Among the many extra purchasers are Amazon Studios, Twitch Rivals, The Lord of the Rings, Microsoft, ESL, Xbox Sport Move, X Video games, Lenovo, Dermalogica, and Bisect Internet hosting.

“We do recreation activations on a number of platforms,” Benyamine mentioned. “These manufacturers say right here’s the funds and timeline. Are you able to get us in there? There’s a colossal quantity of labor available.”

The corporate has accomplished activations corresponding to Restaurant Tycoon 2 on Roblox, which has over 900 million whole visits. It additionally did TwitchCon San Diego 2022 “Minecraft MOBA,” Fowl’s Eye View of TwitchCon San Diego’s Minecraft MOBA in-game foyer construct, with Capital One, Dunkin, & Verizon billboards for all gamers to see. 

And it labored on Burger King’s Fortnite Race Observe, which featured billboards, logos, a big Whopper, and builds of eating places for gamers to zoom previous in custom-branded Burger King racecars. And it created Fanta’s Halloween Fortnite map with Halloween-themed Fanta bottles, branded billboards and exploding soda volcanoes.

There’s a lot to do this many corporations on this area see one another as potential collaborators, not opponents, Benymine mentioned. Some corporations need lobbies or city squares for his or her manufacturers. However gamers usually need one thing lot extra participating within the type of a recreation. Determining what to do for a model in a particular area is the place the collaboration occurs, Benyamine mentioned. The crew is unfold out.

“Numerous us have been working collectively for a very long time so we are able to fluidly work issues quite a bit quicker,” Benyamine mentioned.

Moonrock Labs is specializing in gamified experiences the place the hope is to contain the group as a lot as potential. They construct the sport or app and get as many influencers to collaborate on it and market it. That helps the video games unfold.

Moonrock Labs is working with Karl Jacobs.

“A few of our merchandise have gotten a number of completely different thousands and thousands of distinctive gamers, a few of which reached as a lot as 20,000 concurrent gamers,” he mentioned. “Lots of people have realized is that any recreation that’s topic to customization and you may have player-generated content material and have infinite quantities of video video games inside a online game.” Benyamine mentioned. “That is one thing we’ve been dreaming about for a really very long time.”

The thought is to create compelling, high-quality content material that engages with the those that manufacturers wish to meet. And the place the place they’ll meet is a gaming metaverse, utilizing turnkey providers for improvement and model integration. The secret’s speaking precisely what the gamers need and the manufacturers’ objectives.

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