Rockstar Games is actively expanding its creator platforms division with new senior roles, positioning the company to capitalize on the growing user-generated content (UGC) market ahead of Grand Theft Auto VI’s planned May 2026 release.

As Digiday reports, the game developer is currently recruiting a senior product manager and an associate compliance manager for its creator platforms team, which currently comprises eight employees across regional offices.

These positions will oversee both existing creator products like the FiveM UGC platform and new products addressing “emerging trends in UGC, gaming, and technology,” according to the job listings. Notably, one of the listed responsibilities for the new product manager role is to build out creator monetization tools.

“The fact that they are going out and actively looking for these kinds of people shows that they’re really thinking about the importance of creators in this space,” said Marcus Holmström, CEO of UGC development studio The Gang, in a statement.

The strategic expansion follows Rockstar’s 2023 acquisition of FiveM, a modification platform for GTA V that enables multiplayer servers and custom experiences. FiveM servers currently attract approximately 200,000 active daily players, with peaks around 250,000, according to MMO Stats.

As Digiday previously reported, earlier this year, Rockstar engaged in discussions with leading creators from Roblox and Fortnite about potential collaborations within GTA VI. These discussions reportedly center on enabling creators to develop custom experiences within the game’s virtual environment, potentially allowing them to incorporate their intellectual property and brand partnerships.

Market Growth Drives Expansion

The UGC sector is experiencing significant growth, with market size projections reaching $27.44 billion and a compound annual growth rate of 29.20%, according to recent research from influencer marketplace Collabstr. The report indicates that 66% of creators now offer UGC services, up from 26% the previous year.

Consumer preference is shifting toward UGC content, with 79% of consumers saying UGC impacts purchasing decisions more than influencer posts, according to a 2024 report by The Influencer Marketing Factory. The same study found that 84% of consumers consider UGC “extremely helpful” when making purchasing decisions.

Potential Impact on Brand Activations

Brands and marketers are increasingly focused on appearing within virtual worlds. Between 2023 and 2024, brand activations on metaverse platforms increased by 30%, according to data platform GEEIQ’s “2025 State of Brands in Gaming” report.

Currently, most of these activations occur within Fortnite and Roblox. However, GTA VI’s incorporation of UGC creation tools could disrupt this “metaversal duopoly,” creating another prominent virtual space for brand integration.

“I certainly think the difference between ‘GTA 6’ and Roblox would be pretty significant, the difference being that level of realism and violence, and presumably getting to a more aged-up, 20-plus, 30-plus audience that you wouldn’t necessarily be able to reach as effectively on Roblox,” stated Stephen Dypiangco, a Roblox brand consultant.

Creator Interest and Concerns

The expansion of Rockstar’s creator platforms team signals a shift from maintaining GTA V’s organic creator economy to building a creator economy baked into GTA VI from launch.

UGC creator Austin “Tom Jank” Rodriguez, who primarily develops Fortnite maps, expressed interest in exploring GTA VI’s UGC opportunities but voiced concerns about the platform’s development.

“It is a very unique UGC platform that has a lot of potential, especially with the massive hype behind the core game,” Rodriguez said. However, he cautioned that “UGC is a unique style of game development that can be tough to adjust to,” suggesting that Rockstar should hire talent from established UGC platforms like Fortnite or Minecraft.

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