Gravitational particle production in a time variable metric of an expanding universe is efficient only when the Hubble parameter H is not too small in comparison with the particle mass. In standard cosmology, the huge value of the Planck mass M{Pl} makes the mechanism phenomenologically irrelevant. On the other hand, in braneworld cosmology, the expansion rate of the early Universe can be much faster, and many weakly interacting particles can be abundantly created. Cosmological implications are discussed.