Roblox has been at the forefront of metaverse activations and development throughout the pandemic, and for the most part, it relies on its community of independent developers to create virtual worlds and activations for brands and artists. One such development studio, MELON, which was founded in 2017, has produced many of these metaverse experiences within Roblox and is also working on building original game properties.

Now, MELON is bringing new hire Ethan McKinnon on board as Game Director as it continues to build its metaverse business. McKinnon brings his experience as an independent game developer as well as online content creator to the role.

He played a big role in popularizing gameplay content on YouTube and has large followings on the platform as well as on Twitch. He also directed the recent Tai Verdes concert experience on Roblox and has previously developed content for Boeing, Microsoft, and Northrop Grumman, among others.

“I'm excited to be a part of MELON, a company that is leading the charge in the metaverse,” McKinnon said in a statement. “We're working with some of the largest brands in the world and being able to create unique experiences for the Roblox community that haven't been achieved in this space yet is cutting edge!”

As music, gaming, and experiential marketing converge in the metaverse, we can expect many new hires in the space in the near future, along with the continued creation of new positions — Nike, for example, recently hired a Director of Metaverse Engineering.

MELON, meanwhile, will continue to pioneer engaging experiences on Roblox, having worked with clients such as Chipotle, the NFL, and singer Ava Max. These events and experiences not only provide an opportunity for artists and brands to connect with fans, but also represent an important revenue stream as they generate the sale of virtual goods on the platform.

“Ethan knows all sides of the game, from playing them passionately to creating them for major corporations,” said Devon Thome, MELON founder and CEO, in a statement. “I've had the pleasure of watching Ethan grow in the industry for a long time, and I'm honored to finally have him joining MELON. People with his level of expertise and attention to quality are rare.”