Creativity and Play Make Waves in Science and gaming

Recent research and industry data are highlighting the power of creative experiences. A new study in Nature Communications finds that engaging in music, dance, visual arts, and even video games is associated with younger, healthier brain activity. Meanwhile, platforms like Roblox and The Sandbox continue to expand as destinations for Generation Alpha, driven by user-generated content, immersive experiences, and creator-led innovation.

A new study in Nature Communications suggests that engaging in creative activities — including dance, music, visual arts, and video gaming — is associated with delayed brain aging, indicating healthier brain function compared with chronological age. Researchers utilized brain clock models, which estimate “brain age” based on brain activity patterns, and analyzed data from over 1,400 individuals across multiple creative domains to assess the relationship between creative experience and brain health.

Across all creative domains studied, individuals with higher levels of creative expertise showed lower brain age gaps, meaning their brains appeared “younger” than their actual age. This effect was stronger in long-term experts (e.g., professional musicians or dancers) and also observed, though to a lesser extent, after short-term creative learning such as video game training. 

The study also linked creativity to increased brain efficiency and connectivity, particularly in regions vulnerable to aging, and employed advanced modeling to investigate the biological mechanisms that may underlie these effects. These findings highlight a potential protective effect of sustained creative engagement on brain health across different types of creative experience.

Read the study online at nature.com.

Gamefam’s latest State of Brands in UGC Gaming report finds Roblox has overtaken major social platforms as Generation Alpha’s primary entertainment destination, with users spending an average of 2.7 hours per day on the platform. The report notes that more than 210 brands activated on Roblox in 2025, led by media, entertainment, and toy companies, alongside growth from fashion and sports brands. Gamefam points to viral games, large-scale brand integrations, and crossover marketing tied to films, music, and live events as key drivers of continued platform growth.

“Entering the year, Roblox’s growth had been steady and formidable, but 2025 beat everyone’s expectations and elevated the platform to new heights,” Gamefam founder and CEO Joe Ferencz says. “Roblox is not just where young players and fans are gaming; it is the go-to place where they spend social and leisure time.”

The Sandbox closed out 2025 with a milestone year defined by expanded creator participation, major platform upgrades, and the announcement of The Sandbox 3.0. Across two Alpha Seasons, the platform drew more than 144,000 players worldwide, who completed nearly eight million quests and earned $1 million in rewards, signaling sustained engagement as the ecosystem continues to evolve.

Alpha Seasons 5 and 6 introduced dozens of new experiences, anchored by high-profile partners such as Jurassic World and Cirque du Soleil, alongside a growing slate of user-generated content. New gameplay Abilities, persistent Save Data, and expanded multiplayer features reflected a broader push to deepen play while giving creators more flexibility and ownership over how Experiences are built and shared.

Behind the scenes, The Sandbox rolled out major updates to Game Maker and Game Client, added new templates and game types, and continued investing in tools that lower the barrier to creation. The year also marked a clear shift toward community-led Seasons driven by Game Jams, contests, and UGC, with hundreds of new experiences and assets produced by creators around the world.

Looking ahead, The Sandbox positioned 2026 as the next phase of expansion. Plans include the continued rollout of The Sandbox 3.0, AI-assisted creation tools, mobile playtests, and the development of SANDchain, a Layer 2 network designed to support creators, transactions, and governance across the broader ecosystem.

Read the full year in review online.

The LEGO Group is marking three decades of video games, tracing its digital play history back to LEGO Fun to Build — its first title, released in Japan in 1995. Since then, the company has produced more than 200 games spanning genres from puzzle and platformers to open-world storytelling, bringing creative play to digital form and reinforcing the connection between physical bricks and virtual experiences. Franchises such as LEGO Star Wars helped broaden the appeal of LEGO games, and recent titles like LEGO Party! and LEGO Voyagers show that the brand continues to innovate and engage fans with fresh, imaginative gameplay. The anniversary celebration showcases classic hits and highlights the ongoing evolution of LEGO gaming, which seamlessly blends building, humor, and interactive worlds for players of all ages.

Learn more at LEGO.com.