Together with
Roblox wants to make it easier to create experiences based on big IP by rolling out a dedicated hub that connects blue-chip entertainment companies with game developers.
Why It Plays: Roblox has proved that it can make a serious impact on demand for entertainment properties, whether it’s driving ticket sales for Beetlejuice Beetlejuice, launching a gamified trailer for the latest Godzilla x Kong movie, or creating original content tied to Gabby’s Dollhouse. That exposure is crucial for entertainment companies seeking to capture younger audiences who may not be reached through other marketing channels.
Behind the Experiences: Netflix, Lionsgate, Sega, and manga/anime company Kodansha are the first companies on Roblox’s new “License Manager.”
- The hub makes it easier for developers to license IP from legacy rights-holders, allowing them to build games, worlds, and other Roblox experiences.
- The IP owners can set different custom licenses for each translation, giving them control over what developers can and can’t do with A-list characters and franchises.
- The hub also substantially accelerates how quickly these deals can get done, reducing timelines from months to days or even hours.
- Roblox plans to open its License Manager to all eligible IP holders, big and small — a move that could be a boon for smaller studios looking to build a following.
Final Level: To start, Netflix is giving developers the opportunity to play around with Stranger Things and Squid Game; Lionsgate is giving access to Twilight, Saw, Divergent, and Now You See Me; Sega is adding Like A Dragon; and Kodansha is putting up Blue Lock and That Time I Got Reincarnated as a Slime. Considering that Epic Games’ Fortnite has inked a wide-ranging partnership with Disney to bring Star Wars into the battle royale game, it looks like the metaverse-esque IP war among Hollywood studios is about to heat up.
Prediction: Studios will likely develop a Fortnite or Roblox strategy for their franchises to help expand awareness among Gen Z and Gen Alpha.
TOGETHER WITH CANVA
No design skills needed! 🪄✨
Canva Pro is the design software that makes design simple, convenient, and reliable. Create what you need in no time! Jam-packed with time-saving tools that make anyone look like a professional designer.