The familiar hum of a PlayStation 5 fills my living room, but my ten-year-old isn’t playing the latest AAA release. He’s in Roblox, building games. Not just playing them—creating them. His laughter mingles with friends’ voices through his headset as they craft their digital worlds together.

Their natural fluency with these tools fascinates me. They build, experiment, and share with an infectious enthusiasm that mirrors the polished Roblox experience I recently developed for a major automotive brand. It’s worlds away from the Minecraft world I built for a fashion brand (under NDA, of course!), where pre-teens eagerly engaged with brands in playful, immersive environments. And it’s light years from my first encounters with user-generated content: late nights with a hex editor, painstakingly translating Japanese RPGs on a flickering CRT monitor.

For today’s kids, Roblox isn’t about game development—it’s pure play. Their after-school hangouts happen in virtual spaces where imagination reigns. I see echoes of my own beginnings: modding starships in “Star Trek: Bridge Commander” and crafting dungeons in “Neverwinter Nights.” Back then, UGC was our secret language, spoken by dedicated modders and fansubbers united by passion.

My journey from modder to pro dev started with a Kim Possible game—before smartphones were even a thing. Not exactly glamorous, but it was my ticket into the industry. Those early days taught me the ropes: collaboration, deadlines, bringing licensed properties to life. From there, I leaped into AAA development, working alongside industry veterans to build massive, immersive worlds.

Then came a turning point: developing educational games for the UNDP. This sparked years of consulting on projects tackling real-world challenges—disaster preparedness, plastic recycling, global awareness. Looking back, I can’t help but think how much more impact we could have had building on UGC platforms. Imagine leveraging Roblox or Minecraft to educate millions, letting traditional marketing amplify our message instead of wrestling with mobile app discovery.

The landscape has transformed dramatically. What was once the domain of dedicated modders now belongs to everyone. Platforms like Roblox and Minecraft have turned millions of players into world-builders. Brands create immersive experiences to connect with audiences in ways we never imagined. New tools like UEFN (Unreal Editor for Fortnite) keep breaking down barriers, empowering more creators every day.

We’re entering an era where brands engage future customers through virtual test drives and digital fashion. Where games teach digital literacy and raise awareness about global issues, reaching millions daily. The potential seems limitless.

From those late nights hacking Japanese games to crafting brand experiences on Roblox and Minecraft, my journey mirrors UGC’s evolution—a testament to the power of creative communities. Watching my son and his friends build their virtual worlds, I’m excited for what’s next. The next generation isn’t just coming; they’re already here, reimagining what’s possible in ways we’re only beginning to understand.