SEED, the AI-native creative production studio, announced the acquisition of Karta, the award-winning UGC gaming studio behind branded experiences inside Fortnite, Roblox and ZEPETO at today’s Roblox Developer Conference in San Jose, California. Karta’s clients include Unilever, HUGO, Amazon Music and more.

Karta joins SEED as part of Tomorrow Group, which also owns digital marketing agency Found, influencer marketing agency Disrupt and data & AI consultancy Braidr.

The acquisition comes as audience attention is shifting, with UGC and social gaming platforms emerging as priority channels for brands. Activations on Roblox and Fortnite aren’t experimental spend anymore, but an essential part of the media and cultural mix.

Karta was founded in 2021 and has since earned a reputation for creating unique gaming experiences and activations for brands that players choose to spend time in.

It has created the number one official artist experience “TWICE Square” on Roblox, which has had 100 million plays. Its work also includes Beat Builder, a build-based rhythm game in Fortnite and a gamified version of Spotify Wrapped.

SEED is a creative entertainment studio for the AI era, creating advertising content, music and now gaming experiences for brands including Mercedes-Benz, Stella McCartney and FIFA.
Combined, SEED and Karta can supercharge social gaming experiences and integrations for clients, taking them to the next level by amplifying them beyond the platform.

“We started Karta because it was clear brands would need to show up inside video games the way they once needed to show up on television”, says Tony Barnes, co-founder of Karta. “Five years on, the audience is there, the platforms have matured, and the client question has moved from whether to build to what to build. Joining SEED gives us the production capability and the backing to answer that at a scale we could not have reached alone.”

Cameron Gunn has been appointed Managing Director of SEED and Karta combined.

“UGC Gaming isn’t a specialist experiment within a marketing strategy anymore,” says Cameron Gunn. “Karta has years of knowledge about what actually works inside these worlds. SEED has built one of the most advanced AI production capabilities in the market. Together we can give clients something the market has been asking for but so far struggled to find in one place.”

“Karta is SEED’s first acquisition, and it is a deliberate one,” says
Tina Judic, Founding Partner and Chairman of Tomorrow Group. “We want our clients to be fully integrated inside these platforms rather than experimenting cautiously, and that requires a team that has been doing it seriously for years. Karta is that team."

Karta is set to be fully integrated into SEED and Tomorrow Group. 

Across four weeks, HUGO is activating in three major Roblox partner games:

🗣️ SILLY SIMON SAYS: 10 million visits in just 10 days!
🎨 COLOR ESCAPE: Sustaining 5.5K average CCU across the campaign
⚽ GOAL KICK SIMULATOR: Sitting at an impressive 91 percent player rating

Each integration includes a 3D HUGO pop-up, branded assets, a badge quest, and a direct link back to Planet HUGO where players can complete obbies, redeem UGC, and explore the HUGO Kids area.

Can’t wait to see how the rest of the campaign unfolds!

Planet HUGO
Color Escape
Silly Simon Says
Goal Kick Simulator

 Karta at the The Popcultr Marketing Summit

This Friday at MCM Comic Con, our CEO & Founder Erik Londré joins Hasbro’s Julia K. on stage for:

🎬 “What happens when brand partnerships are designed to entertain?”
Hosted by Experience12, the Popcultr Marketing Summit brings together leaders in gaming, entertainment and pop culture to explore how creative collaborations are evolving into entertainment in their own right.

Erik will share insights from Karta’s work inside Fortnite and Roblox—where brand worlds become playable experiences rather than ads. Expect a deep dive into:
🎮 The changing role of play in partnerships
🧠 How creators shape fan-made, not brand-made, worlds
📈 The metrics that matter when entertainment becomes marketing

Date: October 24
Time: 11:15 – 11:45
Event: Popcultr Marketing Summit @ MCM Comic Con, London
Session: “What happens when brand partnerships are designed to entertain?”

Join the discussion as we unpack what it takes to create partnerships that don’t just advertise but truly entertain.

More information here

Talladega Time Warp — Revamped and Reimagined! 🚨

We’ve just rolled out a major update to NASCAR’s Rocket Racing map, Talladega Time Warp, built inside Fortnite.

From a complete track rebuild to refreshed marketing assets and visuals, Talladega Time Warp now features a bold new look, giving players a faster, more dynamic, and more immersive way to race through time.

This update marks another milestone in our ongoing collaboration with NASCAR, as we continue to build new experiences, refresh existing worlds, and keep them alive for players long after launch.

🔗 Play Talladega Time Warp [Revamp]

We’re proud to work with the AFL - Australian Football League for its first-ever Roblox experience.

With 100M+ young people spending time on Roblox every day, this launch is about introducing Aussie Rules to a new generation of fans where they already play.

The “Aussie Rules Obby” gives players a fun way to take on obstacle challenges, race against friends, and show their club colours with official AFL guernseys - turning passive spectators into active participants and rewarding fandom in new, interactive ways.

Play the Aussie Rules Obby now on Roblox

🚨 Exciting news 🚨

We’re teaming up with Twin Galaxies Challenges to deliver branded competition experiences inside the world’s most popular gaming platforms.This partnership delivers global coverage and next-level opportunities for brands to activate in gaming.

Our partnership combines:
🎮 Twin Galaxies’ expertise in verified large-scale gaming competitions that engage communities. 🕹️ Karta’s proven track record in building award-winning, immersive branded worlds on platforms like Roblox, Fortnite and CS2.

Together, we’re giving agencies and brands a one-stop solution:
✅ Launch custom-branded game experiences
✅ Extend engagement with public competitions that encourage repeat play
✅ Amplify campaigns with influencer hosts and authentic UGC
✅ Deliver measurable outcomes and first-party data

As Zachary Rozga of Twin Galaxies Challenges says:
“With Karta’s creative leadership and our turnkey approach to competitions, agencies can launch campaigns that generate authentic participation, user-generated content, and measurable engagement at scale.”

Erik Londré, our Founder and CEO, adds:
“At Karta, we turn a brand’s identity, products and messaging into gameplay. By pairing our custom in-game experiences with Twin Galaxies Challenges’ competition expertise, we’re unlocking a whole new layer of interactivity for brands and additional motivation for players to stay engaged.”

Karta will be at the Roblox Developers Conference (RDC) in San Jose this September!

Morgan Evans and Erik Londré will be there, joining creators, developers, and industry leaders shaping the future of Roblox.

📅 September 5–6, 2025
📍 San Jose, CA

If you’re attending, come say hi — we’d love to connect!

We’re excited to share that Karta has secured a £500,000 investment from Creative UK’s Creative Growth Finance fund.

This funding will enable us to:

• Deliver more high-profile projects with leading brands and cultural institutions
• Scale operations with a smarter, more agile model
• Strengthen our position as a leader in immersive, playable brand experiences

Our COO, Tony Barnes, says:
“The world we operate in is accelerating, brimming with new possibilities. Thanks to Creative UK's belief and investment, Karta is now better positioned than ever to actively pounce on these opportunities.”

Hannah Upton, Investment Manager at Creative UK, adds:
“The pace of growth in virtual experiences is extraordinary, and Karta is right at the forefront. They’ve shown how powerful these platforms can be for brands, and with a strong team and a smart, scalable model, they’re perfectly placed to lead the way. We’re thrilled to support them as they take things to the next level.”

A big thank you to Creative UK for their support — exciting times ahead!

Read more here

We’ve just hit 3,000 followers! 🎉

A huge thank you to everyone who’s joined us on this journey. Every like, comment, and share has helped us grow and reach this milestone.

We’ve got more worlds to build, more ideas to test, and more ways to make brands playable.

Appreciate you being here. Let’s keep going.

In recent weeks, Karta launched NASCAR – The Glen, a brand-new Rocket Racing map inside Fortnite inspired by the legendary Watkins Glen International track.

This isn’t just any racing map. We’ve scaled it up into a mega racing adventure — with oversized woodland trails, huge jumps, tricky campground obstacles, and floating track sections stretching across Seneca Lake.

Once again, we’re proud to team up with NASCAR to push the boundaries of how real-world brands connect with Fortnite’s passionate community. And this is only the beginning — more exciting projects are on the way.

A huge thank you to our partners and our brilliant team for making this bold new track a reality.