The news: Roblox debuted a licensing platform in collaboration with companies like Netflix and Lionsgate to give IP rights holders the ability to partner with Roblox creators, per a blog post.

• Launched on Tuesday, the platform allows brands to connect with Roblox creators and set parameters for use of their IP. Launch partners include Netflix, Lionsgate, and Sega, offering access to IP like “Squid Game,” “Stranger Things,” “Saw,” “Twilight,” “Divergent,” and more. Additional IPs like Kodansha’s “Blue Lock” will be available starting next month.
• The new licensing platform includes the Roblox License Manager and License Catalog, and will be “available to all eligible IP holders” long-term, while “additional license types will be introduced, offering creators and IP holders greater flexibility,” per Roblox.
• The initiative, which launched on Tuesday, allows brands to integrate build experiences in Roblox based on popular franchises including “Squid Game,” “Stranger Things,” “Saw,” “Twilight,” “Divergent,” and more. IPs like Kodansha’s “Blue Lock” will be available starting next month.
• The move aims to help Roblox achieve its goal of having 10% of global gaming content revenues come through the Roblox ecosystem; Roblox creators saw a 25% YoY increase in earnings in 2024.

The advantage: The platform stands to benefit brands seeking access to Roblox’s large, young, and highly engaged user base while providing more attractive offerings to keep creators engaged.

• For brands, Roblox’s licensing platform will offer faster brand integration and access to emerging audiences like Gen Z and Gen Alpha—in turn unlocking better ad opportunities.
• Brand partnerships in video games largely improve consumers’ perception of brands, and Roblox’s new offering enables brands to become a part of the game itself, further boosting ad awareness and memorability.
• For creators, the move provides access to big-name content likely to attract more players and followers, increasing opportunities to earn.

Our take: Roblox’s move could give the platform a better chance of achieving its 10% goal—but success hinges on whether the licensing platform can enhance, rather than interrupt, the gamer experience.

• Familiar IP can deepen immersion, making new games more engaging and recognizable—but preventing brand saturation is key. Too many branded games dominating the platform could reduce the sense of organic exploration gamers value.
• Poorly made branded games could frustrate users instead of intriguing them. Creative and gameplay standards are critical—and the platform must avoid turning gameplay into another marketing funnel or risk detracting from the user experience.