Roblox has introduced a new licensing platform that streamlines how intellectual property (IP) holders can partner with creators on its platform. The Roblox License Manager and Licenses catalog launched with seven major IPs from partners including Netflix, Lionsgate, Sega, and Kodansha.

The new platform addresses longstanding friction in the licensing process, transforming what was previously a months-long negotiation into a streamlined system that can secure licensed use of IP in days or hours.

“Until now, licensing IP was a complex and time-consuming process,” Manuel Bronstein, Chief Product Officer at Roblox, said in a news release. “Potential licensees had to negotiate with a variety of stakeholders and submit to regular reviews, and the process could take months.”

The License Manager provides IP holders with self-serve management tools to register and create licenses, customize usage terms, proactively scan experiences for IP usage, and automatically collect revenue shares. Rights holders can identify experiences that qualify for licensed use of their IP and list available IP in the Licenses catalog.

Major Entertainment Partners Join Launch

The platform debuts with prominent entertainment companies providing licensed IP:

• Lionsgate is offering franchises including “Twilight,” “Saw,” “Now You See Me,” and “Divergent”
• Netflix is extending popular series starting with “Stranger Things” and “Squid Game”
• Sega is offering “Like A Dragon” (formerly known as Yakuza) for licensed use
• Kodansha will soon add “Blue Lock” and “That Time I Got Reincarnated as a Slime” to the catalog

“Roblox offers a unique and dynamic platform for our fans to connect with beloved franchises in interactive and personal ways,” stated Jenefer Brown, EVP & Head of Global Products and Experiences at Lionsgate.

Creator Economy Growth

The licensing platform builds on Roblox’s expanding creator economy initiatives. According to a study by economic analysis firm Nordicity, Roblox creators earned $923 million on the platform in 2024, a 25% increase from $741 million in 2023, and are on track to receive over $1 billion in earnings this year.

The IP licensing platform arrives amid a series of creator economy investments from Roblox. In March 2024, the company launched a $35 million Creator Fund that expanded beyond gaming to support creators building various experiences across the platform. 

Two months ago, Roblox unveiled new commerce tools enabling creators to sell physical products directly within virtual experiences, with Shopify as its first integration partner. Alongside these developments, the company introduced its Approved Merchandiser Program (AMP), which connects physical retail purchases with unique digital items that users can utilize on the platform.

Platform Impact and Growth

Roblox continues to expand its influence in the creator economy. The platform reports 97.8 million average daily active users as of Q1 2025, with research indicating strong user engagement with branded content.

A study conducted last year found that 82% of users appreciate brands providing in-experience content, while 78% enjoy immersive brand experiences on the platform.

“We’re aiming to open the License Manager to all IP holders in the coming months,” Bronstein noted. “While full-experience adaptations are the first form of agreement that we’re offering, we’re exploring additional license types and offering more ways to bring IP to Roblox for all types of creators.”

Roblox’s expansion of its licensing capabilities aligns with its stated goal of having 10% of all global gaming content revenue flow through its ecosystem, benefiting its creator community.

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