Roblox has unveiled a new licensing platform designed to make it easier for creators to legally use intellectual property (IP) from major entertainment brands. The new tools — License Manager and the Licenses catalog — aim to remove long-standing roadblocks in the licensing process and empower more creators to build immersive, branded experiences on the platform.
Streamlining the Licensing Process
Until now, working with licensed content on Roblox could take months of back-and-forth negotiations. But with License Manager, IP holders can now create and manage licenses through a self-service system. They can set their own terms, monitor usage across the platform, scan for unlicensed use, and automate revenue sharing with creators.
This development marks a big step forward in bridging the gap between IP holders and the Roblox creator community – making it easier, faster, and more transparent for both parties.
Big Names on Board
At launch, several global entertainment brands have already joined the platform. The Licenses catalog includes IPs from:
- Lionsgate, featuring franchises like Twilight, Saw, Now You See Me, and Divergent
- Netflix, with titles such as Stranger Things and Squid Game
- Sega, offering access to Like A Dragon (formerly Yakuza)
- Kodansha, with anime hits like Blue Lock and That Time I Got Reincarnated as a Slime coming soon
These partnerships enable creators to build official branded content faster than ever before.
A Growing Creator Economy
Roblox’s investment in its creator ecosystem is paying off. In 2024, Roblox developers earned $923 million, up from $741 million the previous year, and earnings are projected to exceed $1 billion in 2025, according to research from Nordicity.
This latest move follows several major creator-focused initiatives from Roblox:
- In March 2024, Roblox launched a $35 million Creator Fund to support a wider range of creators beyond gaming
- The company also rolled out new commerce tools in partnership with Shopify, letting creators sell physical goods within their Roblox experiences
- The Approved Merchandiser Program (AMP) now allows players to unlock exclusive digital items by buying real-world merchandise
What This Means for Talent Managers and Brands
For content creators and their managers, the new licensing system opens the door to quicker, more official brand collaborations. It gives creators legal access to globally recognised franchises and the ability to build revenue-generating experiences around them, all without needing to navigate months of legal approvals.
With over 97 million daily users, Roblox’s platform has become a powerful destination for brand-led content. In-platform research shows that 82% of users appreciate branded experiences, and 78% enjoy interacting with immersive content from their favourite franchises.
As Roblox continues to evolve its licensing capabilities and aims to become a hub for 10% of the global gaming content market, talent managers working with creators in the gaming, fashion, music, and entertainment sectors may want to pay closer attention.
What’s Next
Roblox plans to expand License Manager access to all IP holders in the coming months. For now, the focus is on full-experience adaptations, but additional license types are being explored, potentially opening the door for new forms of branded content across the metaverse.
