Roblox opens the IP floodgates for creators and brands

Roblox is rewriting the rules of branded experiences with the launch of a new self-serve licensing platform, making it easier than ever for creators to legally build games and immersive worlds around blockbuster intellectual property (IP).

Unveiled this week, the Roblox 'License manager' and 'Licenses catalog' aim to take the headache out of traditional licensing deals. The move unlocks officially licensed content at scale, opening up popular IPs such as Squid Game, Stranger Things, Twilight, Saw, Divergent, Now You See Me and Sega’s Like a Dragon to Roblox’s vast creator community.

The launch partners include big names such as Netflix, Lionsgate, Sega and Kodansha, with more studios and franchises promised in the coming months.

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For marketers, this signals a major shift: what was once a piracy headache or grey zone is now a brand-safe playground. Rights holders can tap Roblox’s nearly 100 million daily active users, many of whom are Gen Z and Gen Alpha, by giving fans official permission to build games, tell new stories and expand franchise worlds inside Roblox’s sandbox.

According to Roblox’s chief product officer Manuel Bronstein, the platform is targeting 10% of all global gaming content revenue flowing through its ecosystem in the long term. Last year, Roblox creators earned nearly US$1 billion from user-generated experiences. This incentive will soon be supercharged by blockbuster IP access.

"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 licensing platform also positions Roblox as an increasingly serious player in the entertainment and gaming ecosystem, blurring the lines between streaming, gaming and user-generated content.

The push builds on branded worlds such as Spotify Island, Nike’s Nikeland and Vans World, which have already shown how immersive fan-driven spaces can keep franchises fresh and relevant to the next generation. Closer to home, the Singapore Repertory Theatre (SRT) launched its first-ever immersive theatre experience on Roblox, inviting a new generation of audiences to engage with Shakespeare’s Macbeth in a virtual world earlier in June this year. 

Similarly, beauty brand essence recently expanded its "Kingdom of essentia" experience on Roblox with a new summer island, its first monetised emote, and an on-ground showcase at Gamescom Germany.

The brand’s "Sunshine shores" update marks the next phase of its digital playbook, blending beauty, gaming and community to reward creativity and self-expression.

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