NewFissy, Bethink, and the team that brought the super popular Roblox game, Adopt Me! is founding a studio. It’s called Uplift Games and was officially announced today.

Roblox has hired former Roku executive Louqman Parampath to help build out its advertising business, as the video-game platform bets on its lucrative young user base to draw marketing dollars.

The team behind record-breaking Roblox game Adopt Me has branched out to create its own development studio, Uplift Games.