Author
Matthew Warneford

Matthew Warneford

CEO

Dubit builds immersive experiences for brands including Disney, Samsung, Lego, L’Oréal, Walmart, NASCAR, Nickelodeon, DKNY, Paramount, and the Grammy Awards. The work has won Silver for Gaming Strategy at the 4A’s Jay Chiat Awards (Lunchables Playables) and the Shorty Award for Gamification (Dettol Hygiene Quest). Matthew Warneford co-founded the studio in 1999.

He is quoted on platform-native brand strategy in Digiday and Sifted, and in 2025 was invited to advise policymakers at the House of Lords on gaming as economic infrastructure.

Featured inDigidaySiftedARK Invest4A’s Jay Chiat AwardsShorty Awards
RobloxFeb 7, 20264 min readFeatured

Roblox Rebuilt Its Discovery Algorithm. 13 of the Top 20 Turned Over in 9 Months.

In March 2025, Roblox activated its Recommended For You algorithm. We tracked 18 months of Top 20 data. Before RFY, mature games held 84% of visits. Six months later, 18%.

Matthew WarnefordRead more
RobloxMar 19, 20267 min read

How We Build Hit Roblox Games

There is a system to building hit Roblox games. Four phases, battle-tested, now accelerated with AI agents. Here is how it works.

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RobloxMar 19, 20266 min read

Brands Reach 100x More Players on Roblox Than Fortnite

At any given moment, 5.4 million players are in Roblox's top 30 games. Fortnite has 373,000. Minecraft has 81,000. The gap isn't about popularity. It's structural.

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AIFeb 25, 202610 min read

Our AI Agents Ran $10k+ of Data Analysis for $253

We built three agentic tools that run 1,059 queries across a research dataset, score 475 findings, & produce a publishable deck. Cost: $253. Time: under three hours.

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AIFeb 8, 20264 min read

Agents Got Good at Calling Tools. What If the Tools Are Agents?

Every additional AI agent in a chain should make the output less reliable. Each step compounds errors from the last. We chain five. The output is publishable.

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Case StudiesFeb 8, 20263 min read

The Case for More Friction: 7.93M Players, 71% Conversion

Every additional step in a branded experience is supposed to cost you players. The World Gold Council campaign had five. Conversion was 71%.

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AIFeb 6, 20264 min read

5 Rounds of AI-on-AI Rejection: The System Behind Trustworthy Agents

Using AI to validate AI sounds circular. It works, because no model ever checks its own output.

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