$JVS::Content::Prefs::MaxContentBricksPerPlayer = 1337;
Leet is correct.
It also works like this:
$Pref::Server::MaxPlayers = 99;
(That makes MaxPlayers to 99)
or
$Pref::Server::Name = Freebuild;
(Changes server name to 'Freebuild', but, there is another command that must be entered after that, or it won't take effect)