User-generated gaming platform Roblox has announced a new licensing platform that will allow Roblox creators to add characters from popular shows like Squid Games and Stranger Things into their games.
Roblox has signed licensing partnerships with Lionsgate, Netflix, Sega and Kodansha to facilitate Roblox creators to use their IP.
Roblox said that through its new ‘license manager’ and ‘licenses catalogue’, rightsholders of creative works can partner with Roblox creators to reach a “large and engaged audience” and allow creators to build experiences with popular IP.
Roblox is an online gaming community where most of its games are generated by users.
Under this new licensing structure, seven IPs are available for licensed use by eligible creators including Netflix shows such as Squid Games and Stranger Things, film franchises like Twilight, Saw, Divergent and Now You See Me, and video game Like A Dragon.
Manuel Bronstein, Roblox chief product officer, said that the new licensing structure is part of the company’s goal to have 10% of all global gaming content revenue flow through the Roblox ecosystem.
He said: “This will require having a wide range of experiences and giving creators the opportunity to partner with rightsholders of the most recognisable IP. License manager and licenses catalogue are an important part of making it easier for owners to manage and license their IP at scale on Roblox.”
He added that the license manager is designed to streamline the licensing process by “enabling rightsholders to register and create IP licences, proactively scan experiences for IP usage and offer licences directly to creators in days or hours rather than months”.
Roblox plans to onboard more IP holders throughout the year and aims to open the license manager to all eligible IP holders in the coming months. The company is also exploring additional licence types.
Jenefer Brown, executive vice president and head of global products and experiences at Lionsgate, said: “Roblox offers a unique and dynamic platform for our fans to connect with beloved franchises in interactive and personal ways. We’re excited to engage with the Roblox creator community and can’t wait to see the innovative experiences they bring to life with our IP.”
According to Roblox, its user creators are thriving. It says in 2024, they earned $923m on the platform, a 25% increase from $741m in 2023. They are on track to receive more than $1bn of earnings this year.
One wildly popular Roblox game is Grow a Garden. It was released in March and has become the first game on Roblox to achieve more than 5 million concurrent players.
Roblox’s main rivals include Minecraft and Fortnite, who have partnered with various franchises, celebrities and brands. Some notable Fortnite partnerships include Marvel DC Comics and luxury brands including LVMH and Balenciaga. Minecraft has also partnered with luxury brand Burberry and other household names like Lego and Mattel.
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