Roblox has launched a new licensing platform called the Roblox License Manager, designed to streamline the process for rights holders and creators to partner using popular IP, with licensing now possible in just hours or days instead of months.

This platform aims to onboard more IP owners and expand licensing options, including full-experience adaptations of franchises, to enhance user engagement and diversify content.

The initiative is part of Roblox's broader strategy to increase its share of the gaming market by offering more social, commercial, and advertising experiences beyond traditional gaming.

Roblox's collaborations with franchises like Warner Bros.' 'Beetlejuice: Escape the Afterlife' have proven successful, boosting theater awareness and attendance, demonstrating the platform's marketing potential.

The move is targeted at attracting more users, especially from the Gen Z demographic, by integrating recognizable media characters into engaging experiences.

Initial partners include companies like Sega, Kodansha, and Netflix, with titles such as 'Yakuza,' 'Blue Lock,' and 'Stranger Things' set to be featured, expanding the platform's popular franchise offerings.

Roblox aims to become a hub for socializing, commerce, and advertising, seeking to increase its market share by diversifying its content and leveraging its large user base of nearly 98 million daily active users.

The platform has a history of successful franchise collaborations, including 'Ben 10,' 'SpongeBob SquarePants,' and 'How To Train Your Dragon,' which help drive engagement.

With its vast audience, Roblox offers significant opportunities for brands and creators to develop impactful experiences and monetize content effectively.

The licensing platform is designed to deepen fan connections with their favorite franchises through interactive experiences, fostering stronger engagement.

Roblox's founding partners, such as Netflix, Lionsgate, Sega, and Kodansha, will feature popular titles like 'Stranger Things' and 'Yakuza,' with more IPs to be added throughout the year.

Roblox's long-term goal is for 10% of global gaming revenue to flow through its ecosystem, with the new licensing platform expected to accelerate this growth and benefit its creator community, which earned $923 million in 2024.