Roblox Revolutionizes Gaming IP With Launch of New Licensing Platform
In a move set to reshape the intersection of gaming, entertainment, and user-generated content, Roblox has unveiled its new licensing platform, bringing global franchises such as Netflix’s “Stranger Things” and Lionsgate’s “Twilight” into the creator-driven Roblox ecosystem.
A Historic Shift for User-Generated Gaming
Until now, licensing popular film, TV, and entertainment IP for game development was fraught with lengthy negotiations, legal reviews, and high financial hurdles—barriers that limited such opportunities to major studios and left everyday creators on the sidelines. Roblox’s License Manager and the companion Licenses Catalog change this dynamic, letting IP holders quickly register their properties and define bespoke license terms directly on the platform. This move democratizes access, granting creators of all sizes a chance to build official experiences with some of the world’s most beloved brands, often in a matter of days rather than months.
“We have a goal to have 10% of all gaming content revenue flowing through the Roblox ecosystem and benefiting our community,” said Manuel Bronstein, Chief Product Officer at Roblox, emphasizing the company’s bold ambitions.
The First Wave: Blockbuster Partners
At launch, Roblox is partnering with four major entertainment giants:
- Netflix: Bringing “Stranger Things” and “Squid Game” to Roblox’s virtual worlds
- Lionsgate: Allowing new experiences using “Twilight,” “Saw,” “Divergent,” and “Now You See Me”
- Sega: Debuting the “Like A Dragon” franchise, known globally as “Yakuza”
- Kodansha: Introducing manga and anime favorites “Blue Lock” and “That Time I Got Reincarnated as a Slime” for future releases
With this foundation, Roblox promises broader participation, hinting at more IP types and additional partners in the months ahead.
How It Works: Streamlined Licensing for All
License Manager gives rights holders granular control. They can:
- Register their IP
- Create and customize licenses with rules on usage, content maturity, and revenue share
- Proactively scan Roblox experiences for IP infringement
- Offer official licenses directly to select creators or list them publicly in the Licenses Catalog
For creators, the Licenses Catalog operates like a marketplace, making it easy to find opportunities, apply for rights, and resolve disputes regarding alleged IP use. The system supports both tightly controlled partnerships (with required revenue splits and content guidelines) and more “open-source” fan projects, depending on each IP holder’s strategy.
The Industry Impact: A Win-Win for Creators and Brands
This shift creates new incentives for studios, rights holders, and the vast Roblox creator community:
- Studios reach millions of engaged, young players and earn new revenue
- Creators can legally build with iconic franchises, unlocking commercial opportunities once out of reach
- Fans gain access to richer, more authentic experiences reimagining their favorite stories in digital play spaces
Jenefer Brown, EVP at Lionsgate, underscores the significance:
“Roblox offers a unique and dynamic platform for our fans to connect with beloved franchises in interactive and personal ways… we can’t wait to see the innovative experiences [creators] bring to life with our IP”.
Looking Forward
With licensing relationships evolving at unprecedented speed, Roblox’s platform blurs the boundary between fan and official content, unlocking a future where every global franchise—from streaming hits to manga blockbusters—can find new digital life in the hands of creators and players worldwide.
If you’re a creator, studio, or fan, the future of interactive entertainment on Roblox just got a lot more exciting—and more accessible than ever before.
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