the cinnamon agency

What the cinnamon agency does

Cinnamon is a UK-based, privately held Roblox game development studio founded in 2022 and operating with a fully remote team of approximately 15 people across programming, 3D art, animation, sound design, QA, and brand operations. The studio runs three consumer-facing games on the Roblox platform: LifeTogether RP, a persistent social roleplay world centered on housing, customization, and seasonal social moments; BlockSpin, a competitive city-based gameplay experience with job and dominance mechanics; and BayView, a scenic valley-town social roleplay title. Across the portfolio, Cinnamon reports 5.6 billion all-time visits, 16.4 million favorites, 56-58.5K concurrent players, 5 million average daily sessions, and 12 million monthly gameplay hours, with LifeTogether RP alone reaching 23 million+ monthly active users and 147,000+ peak concurrent users.

The business operates two revenue streams. First, Roblox platform revenue, generated through in-game purchases, premium subscriptions, and engagement-based payouts tied to usage across the three game universes. Second, brand partnerships, where Cinnamon's brand operations team sells custom in-game integrations—including NPC-led scavenger hunts, theater integrations, location takeovers, and always-on brand exposure—to global brands and IP owners. Disclosed partners include the National Basketball Association (a two-week NBA Finals scavenger hunt in LifeTogether RP that reached 2.1 million unique players and nearly 1 million completions), Atlantic Records, Kellogg's Froot Loops, My Little Pony, and Happy Nation. The studio also operates Cinnamon Verified, a creator program for short-form video influencers at the 10-million-view threshold. Distribution is dual-track: product-led organic player acquisition on Roblox (with LifeTogether RP skewing 39.7% US/Canada DAU versus the 16.7% Roblox platform average and approximately 50% GenZ players) and direct enterprise sales for brand activations. The 2026 company website, built in collaboration with The Brink Agency, won Awwwards Honorable Mention, FWA Site of the Day, and Orpetron Site of the Day.

Name

the cinnamon agency

Legal name

Cinnamon

Website

https://cinnamon.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Cinnamon is a UK-based Roblox game studio operating three consumer games—LifeTogether RP, BlockSpin, and BayView—reaching 5.6B+ visits and 23M+ MAU on its flagship. It monetizes via Roblox platform payouts and brand integrations with partners including the NBA and Kellogg's.

Ownership category

akta.pro rank

Product category

Roblox Game Development & Virtual Worlds

NAICS

Software Publishers (51321)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising (7310)

akta.pro primary industry

Social/UGC & Sandbox Game Studios (Roblox-like) (MPAFAAAF)

akta.pro secondary industry

Virtual Worlds & Social Sandbox Experiences (persistent social spaces) (MPAFAIAG)

Keywords

• Roblox game development
• Social roleplay games
• In-game brand activations
• Virtual world experiences
• Creator verification program

Headquarters

HQ city

Waterbeach

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Brand Partnerships & IP Integrations: Cinnamon creates branded experiences within their Roblox games for global brands including NPC-led scavenger hunts, theater integrations, location takeovers, and always-on brand exposure. Partners include NBA, Atlantic Records, Kellogg's Froot Loops, My Little Pony, and Happy Nation.
2. Roblox Platform Revenue: Revenue generated through Roblox's platform monetization including in-game purchases, premium subscriptions, and engagement-based payouts across their game portfolio reaching billions of plays.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Cinnamon develops and operates three large-scale Roblox games — LifeTogether RP (social roleplay world), BlockSpin (competitive city gameplay), and BayView (scenic valley roleplay) — collectively reaching 5.6B+ total visits and tens of millions of monthly active users. The studio also sells Brand Experiences, integrating global brands and IP owners into its Roblox universes through NPC-led scavenger hunts, theater integrations, location takeovers, and always-on brand exposure.

Product overview

The Cinnamon Agency is a Roblox game development studio offering a portfolio of three distinct game titles: LifeTogether RP (a social roleplay world for living, meeting, and building), BlockSpin (competitive city-based gameplay with jobs and dominance mechanics), and BayView (a scenic valley town for exploration and community). Beyond game development, the company provides brand partnership services enabling brands to integrate into their Roblox experiences through branded quests, scavenger hunts, sponsored locations, and in-world visibility. They also operate Cinnamon Verified, a creator verification program for influencers.

Differentiator

Problem solved

Functional benefit

Products and services

• LifeTogether RP Social roleplay world on Roblox where players live, meet, build, and create stories in a persistent world centered on seasonal moments, avatar customization, and social connection; 3.4B+ total plays, 147K+ peak CCU, 23M+ MAU.
• BlockSpin Fast-paced competitive Roblox gameplay experience where players enter the city, grind jobs, and fight for dominance; 1.0B+ total plays, 50K+ peak CCU, 3.4M+ MAU.
• BayView Scenic valley town social roleplay Roblox game offering exploration and community life experiences for younger Roblox players; 600M+ total plays, 20K+ peak CCU, 1.1M+ MAU.
• Brand Experiences B2B branded activation service for global brands and IP owners, integrating them into Cinnamon's Roblox games through NPC-led scavenger hunts, theater integrations, location takeovers, and always-on brand exposure.
• Cinnamon Verified Creator verification program for content creators on TikTok, YouTube Shorts, and Instagram Reels who have reached 10 million views, enabling them to partner with Cinnamon on branded content collaborations.

Quantifiable outcome

• NBA Finals activation reached 2.1M unique players with nearly 1M completing the activity while maintaining consistent average playtime during campaign
• +4 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• National Basketball Association (NBA)coreStrategic or Co-development Partner · 3 June 2026Limited-time NBA Finals scavenger hunt activation in LifeTogether RP (June 3-17, 2026). Players met event host NPC, collected NBA Finals-themed items, earned Roblox badge, and unlocked Larry O'Brien Trophy. Reached 2.1M unique players with nearly 1M completions. Built with Atlas Creative involvement.
• Atlas CreativeminorImplementation/ SI/ Consulting PartnerCreative agency partner involved in the NBA x LifeTogether RP collaboration
• The Brink AgencyminorImplementation/ SI/ Consulting PartnerDigital agency that collaborated with Cinnamon to build their award-winning immersive website experience, resulting in Awwwards, FWA, and Orpetron recognition

Scale indicators21 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Gamefam: Gamefam is one of the largest Roblox-native game studios and brand experience operators, producing hit games and managing major brand activations inside Roblox — the closest comparable to Cinnamon on both the studio and brand-partnership dimensions.
• Voldex: Voldex operates multiple top-performing Roblox games including "Build a Boat for Treasure" and is a leading Roblox-native studio, directly comparable to Cinnamon's portfolio strategy of running several scaled hits on the platform.
• Supersocial: Supersocial is a Roblox-focused game studio and brand experience agency that builds and operates branded worlds for major IP holders on Roblox, mirroring Cinnamon's brand-partnership-led GTM and Roblox-native development model.
• Dubit: Dubit develops Roblox games and immersive brand experiences for entertainment and consumer brands, operating as a Roblox-native studio with a comparable dual studio + brand-services structure to Cinnamon.
• Sawdust Studios: Sawdust Studios is an independent Roblox game studio behind several scaled Roblox experiences, directly comparable to Cinnamon as a small, hit-driven Roblox-native developer.
• RockPaperFruit: RockPaperFruit is an independent Roblox studio known for top-performing social/RP experiences on the platform, comparable to Cinnamon's focus on social roleplay titles like LifeTogether RP and BayView.
• Melon (formerly Gotham Games): Melon is a Roblox-native studio operating multiple hit experiences and recently rebranded from Gotham Games; comparable to Cinnamon as a mid-sized Roblox-focused independent game studio.

Others

• Atlas Creative: Atlas Creative is the agency credited alongside Cinnamon on the NBA x LifeTogether RP activation, serving as a partner and creative co-developer on branded Roblox experiences.
• The Brink Agency: The Brink Agency is the digital creative agency that co-built Cinnamon's award-winning immersive website, providing marketing/creative services that complement Cinnamon's game and brand activation work.

Broad incumbents

• Roblox Corporation: Roblox Corporation is the underlying platform on which Cinnamon builds, monetizes and distributes all of its games; not a direct competitor but the indispensable incumbent whose policy decisions drive Cinnamon's commercial outcomes.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CinnamonRoblox
• LinkedInlinkedin.com/company/cinnamon-softwares

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about the cinnamon agency