User generated content platform Roblox has launched a new licensing initiative to let creators build experiences based on popular franchises like Stranger Things, Squid Game, Like a Dragon, Saw, Divergent, Now You See Me, and Twilight.
Platform owner Roblox Corp said the move is part of its plan to have 10 percent of all global gaming content revenue flow through the Roblox ecosystem.
It has so far partnered with Lionsgate, Netflix, Sega, and Kodansha to make seven major franchises available for licensed use (by eligible creators) but has promised that more partners will be announced in the coming months.
“Until now, licensing IP was a complex and time-consuming process. Potential licensees had to negotiate with a variety of stakeholders and submit to regular reviews, and the process could take months,” said the company in a statement.
“Not only did rights holders struggle to discover interested creators, but the nature of the process meant that only a select group of larger studios were able to benefit. To keep pace with the iterative nature of development on Roblox, full of user-generated experiences that creators are continually evolving and updating, we recognized the need to provide creators with a flexible, simple-to-use licensing solution.”
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Roblox Corp explained a new License Manager enables IP holders to register and create IP licenses with their own specific usage terms. It also permits them to “proactively scan experiences for IP usage, offer licensed uses directly to creators, and automatically collect the revenue share.” Creators interested in gaining access to a franchise can request a license via the Licenses Catalog in the Creator Hub.
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Roblox said it intends to open the License Manager to all IP holders. Creators will be prohibited from accessing a license based on terms set by IP holders.
For instance, Sega claims it will only allow Roblox creators to make use of its Like a Dragon license if they have crafted experiences that attract over 1,000 daily active users (DAUs). Sega also recommends that all fan-created content based on Like a Dragon should “primarily reference the story, characters, and settings as depicted in the official Like A Dragon mainline video game series.”
“This includes plotlines, character arcs, and locations established within these titles. While we encourage creative expression, please make sure your works stay true to the world and lore as portrayed in these canonical entries.”
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The Japanese publisher is offering Roblox creators who use the license a 50 percent revenue share (after platform fees) from all Robux earned through those experiences.
It’s a generous offering compared to other license holders, with Netflix only granting creators a 15 percent revenue share on Stranger Things and Squid Game experiences—although, by contrast, the streaming giant isn’t locking access to those franchises behind a minimum DAU requirement.
Roblox says creators on its platform earned $923 million in 2024 and are on track to receive over $1 billion in 2025.