Kanye West and Lil Pump released a music video for “I Love It” on September 7 that depicts the pair of rappers in giant blocky suits slowly walking down a hall catcalling Adele Givens. Video game fans noticed that Kanye and Lil Pump’s costumes looked as if they’d stepped out of the video game Roblox—a _Minecraft-_style game where players can build and program their own worlds.

It seemed the rapper has given his (admittedly fading) cred and coolness to a children’s video game. Suddenly, Roblox is cool to the mainstream.

But here’s the thing. Roblox was always cool. If Kanye gets more people playing it, all the better, but Roblox has been popular for a long time. There are more than 178 million Roblox accounts, according to a verified Roblox developer on Quora, and more than 30 million users a month. It’s a popular game that not many people talk about.

Which is wild because, though it’s similar to Minecraft, Roblox is more creative. Roblox runs on a loose collection of servers where players navigate across different games and worlds using Playmobil-looking avatars, similar to Kanye and Lil Pump in the music video. It’s not just about wandering around and creating worlds like in Minecraft. Roblox users can create new content, worlds, and even game-types they then sell back to the community.