Case Studies

We don't just show you the data. We run the campaigns.

Makeshift is built by Makeshift Partners — the advisory team behind brand activations for Netflix, LEGO, L'Oreal, and more. Here's what that looks like in practice.

Platforms

14+

Campaigns delivered

100M+

Players reached

2016

First UGC brand deal

RobloxNetflix × Twin Atlas

KPop Demon Hunters

An original Roblox game based on the most-watched movie of 2025

96K

Peak CCU

10M

Weekend Plays

The Challenge

Netflix needed to reach Gen Z and Gen Alpha audiences in a way that felt native to how they spend time — not through trailers or banner ads, but through play.

Our Approach

We matched Netflix with Twin Atlas, a studio known for high-production Roblox originals. Together they built KPop Demon Hunters — a full game experience inspired by the film, not just a branded lobby.

Key Insight

Building a full game — not a branded experience — drove 10x the engagement of typical brand activations. Players came for the gameplay and stayed for the IP.

Game selected using MVI Score (82/100) | Creator matched from vetted network | Campaign monitored via real-time dashboard

RobloxLEGO × Voldex

Driving Empire x LEGO

LEGO vehicles and a new Derby game mode in one of Roblox's top driving games

14M

Unique Players

48M

LEGO Drives

The Challenge

LEGO wanted to go beyond static virtual items and create an integration that made players interact with the brand through gameplay mechanics — not just cosmetics.

Our Approach

We identified Driving Empire by Voldex as the ideal fit: a massive driving game with the right audience overlap. The integration added real LEGO vehicles players could drive, plus an entirely new Derby game mode co-designed with LEGO.

Key Insight

Integrating into existing gameplay (driving LEGO cars) rather than building a separate branded world led to 48M interactions — because players didn't have to leave what they were already doing.

Audience overlap confirmed via cross-platform analysis | 14M players tracked in real-time | Performance benchmarked against platform medians

RobloxL'Oreal + Valentino × Good Gamers

First Beauty Integration in Gaming

The first-ever fragrance activation inside a Roblox experience

5.2M

Engaged Minutes

240K

Daily Players

The Challenge

Beauty brands had been told gaming wasn't their audience. L'Oreal wanted to prove that wrong — and do it in a way that felt right for both the brand and the platform.

Our Approach

We matched L'Oreal and Valentino with Good Gamers, a studio experienced in lifestyle-category integrations. The result was a beauty experience that let players interact with fragrances in ways only possible in a virtual world.

Key Insight

Categories that seem like a poor fit for gaming often outperform expectations when the integration is native. L'Oreal proved beauty belongs in gaming.

Demographic match verified via Audience tab | Engagement tracked with live sentiment analysis

RobloxLuka Doncic / 77X × Current.

Basketball: Zero

A limited-time basketball event that outperformed NBA 2K

50K+

Peak CCU

3x higher

vs NBA 2K26

The Challenge

Luka Doncic's brand 77X wanted to reach young basketball fans where they actually spend time — which increasingly isn't traditional sports games.

Our Approach

We connected 77X with Current., a studio building the next generation of sports games on Roblox. They created Basketball: Zero — a limited-time event that combined arcade basketball mechanics with 77X branding.

Key Insight

A Roblox basketball event hit 3x the concurrent players of NBA 2K26. The audience is already there — you just need the right creator to build for them.

MVI comparison vs NBA 2K identified opportunity | Creator matched for sports genre expertise

RobloxAtlantic Records / Sia × Neura Studios

Clip It x Sia Holiday Update

3 songs, 5 emotes, 5 UGC items — and a million player-created clips

1M+

Player-Created Clips

389M

Sia Content (Seconds)

The Challenge

Atlantic Records needed a way to promote Sia's holiday music that went beyond streaming playlists and YouTube ads. They wanted fans to interact with the music.

Our Approach

We partnered with Neura Studios' Clip It — a music-creation game where players choreograph and share clips. The integration added 3 Sia songs, 5 themed emotes, and 5 UGC items, turning players into content creators for the campaign.

Key Insight

When you give players tools to create with your brand instead of just consuming it, they become your marketing team. 1M+ player-created clips is reach money can't buy.

Music event tracked via Music Intelligence | Player-created content measured in real-time

MinecraftLEGO × Noxcrew

MC Championship — LEGO Edition

A LEGO-themed special edition of the #1 Minecraft creator event series

Top Streamers

#1 series

Event Status

The Challenge

LEGO wanted to activate in Minecraft — but through creator culture, not just virtual items. They needed an integration that the community would celebrate, not roll their eyes at.

Our Approach

We connected LEGO with Noxcrew, the creators of MC Championship (MCC) — the most prestigious creator event in Minecraft. Together they produced a LEGO-themed special edition featuring 40 top streamers competing in LEGO-inspired game modes.

Key Insight

Embedding your brand into an event the community already loves beats building your own event from scratch. LEGO got authenticity by enhancing MCC, not competing with it.

Cross-platform strategy informed by Platforms page | Creator event monitored with live CCU tracking

How We Work

We're not an agency. We're your strategic advisors.

Most companies in this space are game studios — when you hire them, you get their team, whether or not they're the best fit for your IP. We work differently.

Strategy & Platform Selection

We determine whether, where, and how your brand should enter gaming. Which platform fits your audience, what format works for your IP, what success looks like.

Creator Matching

From our network spanning Roblox, Fortnite, and Minecraft, we identify and vet the perfect creator team. Matched on creative style, audience overlap, and technical capability.

Production Oversight

We manage the entire brand-creator relationship: scope definition, timelines, IP compliance, quality assurance, and platform submission.

Growth & Live Operations

Post-launch we drive engagement through cross-promotion, UGC items, seasonal events, creator collaborations, and community building.

Ready to build something like this?

We've helped brands from Netflix to Nike navigate gaming audiences. Let's talk about what we can build for you.

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