Gaming platform giant Roblox has launched a licensing system with Netflix, Lionsgate, Sega and Japanese publisher Kodansha as early partners, allowing content creators to build experiences using the companies’ intellectual property.
The Roblox License Manager and Licenses catalog will let rights holders partner with creators to reach Roblox’s 97.8 million daily active users.
The licensing tool gives IP owners self-service options to register and create IP licenses, set custom terms, scan experiences for IP usage, and collect revenue shares automatically. Creators can browse available licenses in the catalog and apply directly to rights holders for approval.
Seven franchises launched with the new system including Netflix‘s Squid Game and Stranger Things, Lionsgate‘s Twilight, Saw, Divergent, and Now You See Me, plus Sega‘s Like A Dragon series. Kodansha will add manga properties Blue Lock and That Time I Got Reincarnated as a Slime soon.
Through the License Manager, IP holders will be able to offer licensed use of IP to creators by identifying qualifying creator experiences and list their properties in the new catalog, while creators may browse available licenses and submit applications for rights holders to approve or reject.
“Until now, licensing IP was a complex and time-consuming process. Potential licensees had to negotiate with a variety of stakeholders and submit to regular reviews, and the process could take months.”
Manuel Bronstein, Roblox
The launch comes amid the growing creator economy on Roblox. In 2024, creators earned $923 million on the platform, up 25% from $741 million the previous year. The company expects creator earnings will exceed $1 billion this year as it aims to capture 10% of global gaming content revenue.
Manuel Bronstein, Chief Product Officer at Roblox, wrote in a blog post on Tuesday (July 15): “Until now, licensing IP was a complex and time-consuming process. Potential licensees had to negotiate with a variety of stakeholders and submit to regular reviews, and the process could take months.”
“Not only did rights holders struggle to discover interested creators, but the nature of the process meant that only a select group of larger studios were able to benefit. To keep pace with the iterative nature of development on Roblox, full of user-generated experiences that creators are continually evolving and updating, we recognized the need to provide creators with a flexible, simple-to-use licensing solution.
“Roblox offers a unique and dynamic platform for our fans to connect with beloved franchises in interactive and personal ways.”
Jenefer Brown, Lionsgate
Jenefer Brown, Executive Vice President & 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.
Yoshinobu Noma, President and CEO of Kodansha, added: “The creativity of the Roblox community is truly inspiring, and we are thrilled to offer our popular manga, novels, and their anime adaptations to creators through a new form of licensing.”
“This partnership allows us to deepen our connection with fans and explore new storytelling avenues within immersive experiences, in line with our global purpose: Inspire Impossible Stories.”
The IP licensing platform marks Roblox’s latest content partnership as the company has been pursuing deals across the entertainment sectors. In 2024, Roblox partnered with music distributor DistroKid, allowing artists to make their music available to Roblox’s users, although artists receive no direct payment when their songs are played on the platform.
Roblox has also rolled out several music-focused features, including two discovery tools: “What’s Playing,” which allows users to identify and favorite songs while gaming, and music charts based on user preferences.
“This partnership allows us to deepen our connection with fans and explore new storytelling avenues within immersive experiences, in line with our global purpose: Inspire Impossible Stories.”
Yoshinobu Noma, Kodansha
The company has also partnered with major record labels on music integration. Universal Music Group and Republic Records launched “Boombox,” an ad-supported portable music player embedded in Roblox that enables labels to curate, distribute and monetize playlists within games.
Warner Music Group followed with a partnership through STYNGR, a music-in-gaming platform, to offer ad-free radio stations via purchasable in-game items called “Batteries” that power the Boombox product.
Sony Music also partnered with Roblox in 2021 to bring its artists to the metaverse.
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