Roblox licensing platform launches with major entertainment partners
Gaming platform introduces self-service intellectual property management for creators working with Netflix, Lionsgate brands.

Roblox Corporation launched its licensing platform on July 15, 2025, introducing the Roblox License Manager and Licenses catalog to streamline partnerships between intellectual property holders and the platform's creator community. The new framework targets the complex process of licensing popular franchises for game development, traditionally limited to larger studios due to lengthy negotiation periods.
According to the announcement, four major entertainment companies joined as initial partners: Netflix, Lionsgate, Sega, and Japanese publisher Kodansha. Seven intellectual properties became immediately available through the catalog, including Netflix's "Squid Game" and "Stranger Things," Lionsgate's "Twilight," "Saw," "Divergent," and "Now You See Me," plus Sega's "Like A Dragon" franchise. Two additional properties from Kodansha will follow in coming weeks: "Blue Lock" and "That Time I Got Reincarnated as a Slime."
"We have a goal to have 10% of all global gaming content revenue flowing through the Roblox ecosystem and benefiting our community," said Manuel Bronstein, Chief Product Officer at Roblox. "This will require having a wide range of experiences and giving creators the opportunity to partner with rights holders of the most recognizable IP."
The platform serves Roblox's 97.8 million average daily active users as of Q1 2025. Creator earnings reached $923 million in 2024, representing a 25% increase from $741 million in 2023. The company projects creators will exceed $1 billion in earnings this year.
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Technical architecture streamlines licensing process
The License Manager addresses traditional licensing bottlenecks through automated systems. Rights holders can register intellectual property, create customizable license terms, and scan existing experiences for IP usage. The platform enables direct license offers to creators within days or hours rather than months-long negotiations typical in entertainment licensing.
IP owners control license parameters including usage scope, content maturity ratings, and revenue sharing structures. The system accommodates multiple approaches: selective revenue sharing arrangements, open-source style licensing where fan communities drive development, or basic IP monitoring across experiences.
The Licenses catalog functions as a marketplace where creators browse available properties and submit applications for rights holder approval. According to Roblox documentation, licenses include specific terms determining IP usage boundaries, experience eligibility requirements such as minimum active player counts, and content standards ensuring proper franchise representation.
"Traditionally, licensing IP for game development has been a complex, time-consuming process, limiting opportunities to larger studios," according to the announcement. License Manager streamlines this by enabling rights holders to proactively scan for IP usage and offer direct licensing to creators.
Partnership structure focuses on franchise expansion
Lionsgate brings multiple film and television properties to the platform. "Roblox offers a unique and dynamic platform for our fans to connect with beloved franchises in interactive and personal ways," said Jenefer Brown, Executive Vice President and Head of Global Products and Experiences at Lionsgate. The studio's portfolio includes horror franchises like "Saw," young adult properties including "Twilight" and "Divergent," and action films such as "Now You See Me."
Netflix extends its streaming series into interactive gaming experiences. The company's participation follows broader entertainment industry trends toward cross-platform content expansion. According to previous Roblox advertising developments, the platform has established significant Gen Z audience reach, with over half its user base representing this demographic.
Kodansha's participation reflects anime and manga popularity on Roblox. "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," said Yoshinobu Noma, President and CEO of Kodansha Ltd. The publisher previously invested $1.5 million in an "Attack on Titan" creator contest on Roblox, demonstrating commitment to the platform.
Sega contributes the "Like A Dragon" franchise, formerly known as "Yakuza," representing mature gaming content adaptation for Roblox's diverse age demographics.
Marketing implications for digital advertising
The licensing platform represents significant developments for digital marketing professionals working with branded content. Rights holders gain direct access to user-generated content creators without traditional agency intermediaries. This disintermediation could reshape how entertainment brands approach audience engagement strategies.
Creator economy dynamics shift with official IP access. Previously, Roblox advertising capabilities focused on traditional display advertising and sponsored experiences. Licensed content creation introduces authentic brand integration opportunities where creators build experiences around official franchises rather than generic brand placements.
The platform's measurement capabilities provide rights holders with performance analytics previously unavailable through traditional licensing arrangements. According to Roblox's financial performance, the company has developed sophisticated engagement tracking systems supporting its $893.5 million revenue achievement in Q2 2024.
Revenue sharing structures create new monetization models for intellectual property owners. Unlike traditional licensing fees, the platform enables ongoing revenue participation tied to user engagement metrics. This approach aligns IP holder interests with creator success and long-term audience development.
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Platform expansion plans and technical development
Roblox plans to expand License Manager availability to all eligible IP holders throughout 2025. The company anticipates introducing additional license types beyond full-experience adaptations, offering creators more flexibility in IP implementation approaches.
Current system limitations focus on experience-based licensing, but according to the announcement, Roblox explores "additional license types and offering more ways to bring IP to Roblox for all types of creators." This suggests potential expansion into merchandise, music, or character licensing within the platform ecosystem.
The self-service nature of the License Manager reduces administrative overhead for both parties. Rights holders manage terms directly through Roblox's interface rather than negotiating through entertainment lawyers or licensing agencies. Creators access approved content libraries without external legal consultation for basic implementation.
Technical infrastructure supports automated compliance monitoring. The platform scans experiences for unauthorized IP usage, potentially identifying licensing opportunities or enforcement needs. This capability addresses a longstanding challenge in user-generated content platforms where IP violations often go undetected.
Competitive positioning and industry context
The licensing platform positions Roblox distinctly from competitors like Fortnite or Minecraft, which typically negotiate individual brand partnerships for limited-time events. Roblox's approach enables ongoing creator-driven content development around licensed properties rather than platform-controlled brand activations.
Traditional game licensing involves minimum guarantees and complex approval processes. Roblox's model reduces barriers for smaller creators while maintaining IP holder control through approval mechanisms and content standards enforcement.
Entertainment industry digital transformation accelerates through platforms enabling direct creator partnerships. According to recent digital advertising trends, mid-tier content creators and publishers showed 3.1 percentage point market share increases in 2024, suggesting audience preference for authentic, creator-driven content over traditional advertising formats.
The timing coincides with broader entertainment industry exploration of interactive media and virtual experiences. Netflix's participation reflects streaming services' expansion beyond passive content consumption toward interactive engagement models.
Implementation requirements and creator qualifications
Eligible creators must meet specific requirements determined by individual rights holders. These criteria include minimum active player counts, content maturity rating restrictions, and demonstrated experience quality. The application process requires creators to present partially or fully completed experiences for IP owner evaluation.
License terms vary by property and rights holder preferences. Some agreements include strict brand guidelines requiring adherence to franchise aesthetics and narrative elements. Others offer more creative freedom with basic IP usage compliance requirements.
Revenue sharing arrangements depend on negotiated terms between creators and rights holders. The platform facilitates payment processing and revenue distribution automatically, reducing administrative complexity for both parties.
Quality assurance measures ensure IP representation meets rights holder standards. Creators must maintain approved content standards throughout experience development and operation. License violations can result in removal from the platform or licensing privilege revocation.
Future developments and industry implications
Long-term platform goals include supporting diverse content types beyond gaming experiences. Roblox executives indicated exploration of retail integrations, educational content, and social experiences incorporating licensed intellectual property.
The initiative represents entertainment industry adaptation to changing consumer preferences for interactive and customizable content experiences. Traditional media consumption patterns shift toward participatory entertainment models where audiences contribute to content creation rather than passive consumption.
Creator economy expansion through official IP access could accelerate Roblox's goal of capturing 10% of global gaming content revenue. The platform's current creator earnings trajectory suggests significant growth potential with expanded content library access.
Marketing professionals should monitor licensing platform adoption rates and creator engagement metrics as indicators of user-generated content marketing effectiveness. The model's success could influence other platforms to develop similar IP partnership frameworks.
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Timeline
- May 29, 2025: Roblox announced License Manager development for Q3 2025 launch
- July 15, 2025: Official launch of License Manager and Licenses catalog with Netflix, Lionsgate, Sega, and Kodansha partnerships
- Coming weeks: Kodansha's "Blue Lock" and "That Time I Got Reincarnated as a Slime" addition to catalog
- 2025: Additional IP holders onboarding throughout the year
- Coming months: License Manager availability expansion to all eligible IP holders
- 2024: Roblox partnered with PubMatic for programmatic video advertising
- May 2024: Platform opened video ads to all brands
- Q2 2024: 31% revenue growth reached $893.5 million
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Summary
Who: Roblox Corporation launched the licensing platform with founding partners Netflix, Lionsgate, Sega, and Kodansha, targeting the platform's 97.8 million daily active users and creator community
What: The Roblox License Manager and Licenses catalog enable streamlined intellectual property licensing between rights holders and creators, offering seven initial franchises including "Squid Game," "Stranger Things," "Twilight," "Saw," "Divergent," "Now You See Me," and "Like A Dragon"
When: July 15, 2025, with additional properties and IP holders planned throughout 2025
Where: Available globally through Roblox's platform, accessible to eligible creators and all qualified intellectual property rights holders
Why: To achieve Roblox's goal of capturing 10% of global gaming content revenue while addressing traditional licensing complexity that limited opportunities to larger studios, enabling creator monetization through official IP partnerships rather than unauthorized usage
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Key Terms
Intellectual Property (IP): In digital marketing contexts, intellectual property refers to legally protected creative works including franchises, characters, brands, and content that can be licensed for commercial use. For platforms like Roblox, IP licensing enables creators to build experiences around established brands rather than developing original properties, leveraging existing audience recognition and engagement. Rights holders benefit from expanded reach while maintaining control over brand representation and monetization.
Revenue Sharing: This monetization model allows multiple parties to participate in earnings generated from collaborative content or experiences. Unlike traditional licensing fees paid upfront, revenue sharing creates ongoing financial relationships where IP holders receive percentages of creator earnings. This approach aligns incentives between rights holders and creators, encouraging long-term content development and optimization rather than one-time licensing transactions.
User-Generated Content (UGC): Content created by platform users rather than professional developers or the platform itself. UGC represents a fundamental shift in digital marketing where audiences become content creators, building authentic experiences around brands and franchises. Platforms benefit from reduced content creation costs while brands access organic, community-driven marketing that often resonates more effectively with target audiences than traditional advertising.
Creator Economy: The economic ecosystem supporting content creators through monetization platforms, brand partnerships, and audience engagement tools. This economy has transformed marketing by enabling individuals to build businesses around content creation, offering brands direct access to niche audiences through creator partnerships. The creator economy emphasizes authentic relationships between creators and their communities, making it valuable for brands seeking genuine audience engagement.
Programmatic Advertising: Automated buying and selling of advertising inventory using technology platforms and real-time bidding systems. This approach enables precise audience targeting and efficient campaign management across multiple channels simultaneously. For platforms like Roblox, programmatic capabilities allow brands to reach specific demographics within gaming environments while maintaining campaign control and performance measurement.
Brand Partnerships: Collaborative relationships between companies and content creators or platforms for mutual marketing benefit. These partnerships range from simple sponsorships to complex co-creation arrangements where brands integrate into creator content or platform experiences. Effective brand partnerships provide value to audiences while achieving marketing objectives, requiring careful alignment between brand values and creator or platform audiences.
Audience Engagement: The depth and quality of interaction between content and its intended audience, measured through metrics like time spent, interaction rates, and community participation. High engagement indicates strong audience connection and predicts better marketing outcomes than simple reach metrics. Platforms prioritize engagement optimization because engaged audiences generate more revenue through advertising, subscriptions, and in-platform purchases.
Digital Monetization: The process of generating revenue from digital content, platforms, or audiences through various methods including advertising, subscriptions, transactions, and licensing. Effective monetization strategies balance user experience with revenue generation, ensuring sustainable business models without compromising audience satisfaction. Platform monetization often involves multiple revenue streams to reduce dependence on single income sources.
Cross-Platform Marketing: Marketing strategies that coordinate brand messaging and campaigns across multiple digital platforms and channels to create cohesive audience experiences. This approach recognizes that consumers engage with brands through various touchpoints, requiring consistent messaging adapted to each platform's unique characteristics. Cross-platform strategies maximize reach while reinforcing brand positioning through repeated, coordinated exposure.
Performance Analytics: The measurement and analysis of marketing campaign effectiveness using data-driven metrics and insights. Modern analytics platforms provide real-time performance tracking, enabling rapid campaign optimization and ROI measurement. For creator platforms and brand partnerships, analytics help demonstrate value to advertisers while providing creators with insights to improve content performance and audience engagement strategies.