Roblox Launches Licensing Platform, Partners with Netflix and Lionsgate

Roblox Corporation has launched a new licensing platform, the Roblox License Manager and Licenses catalog, which enables IP holders to self-serve and integrate popular IPs into games and experiences. The platform has partnered with Netflix and Lionsgate, offering seven initial IP titles for creators, including Stranger Things and Squid Game from Netflix, and Twilight, Saw, and Now You See Me from Lionsgate.

Roblox Corporation has introduced the Roblox License Manager and Licenses catalog, a new licensing platform designed to streamline the integration of popular intellectual property (IP) into games and experiences on the platform. The initiative aims to simplify the licensing process for rights holders and creators, enabling more dynamic and engaging content on Roblox.

The platform, which launched on July 2, 2025, has partnered with major entertainment companies such as Netflix and Lionsgate. The initial offerings include seven top-tier franchises: Netflix's "Squid Game" and "Stranger Things," Lionsgate's "Twilight," "Saw," "Divergent," and "Now You See Me." Additional IPs from Sega and Kodansha will be available later in 2025.

Roblox chief product officer Manuel Bronstein stated, "Until now, licensing IP has been a complex and time-consuming process. 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. This is where the Roblox License Manager and Licenses catalog comes in; a new, innovative approach to game and interactive media licensing at scale that creates new opportunities for all rights holders and creators to partner together" [1].

The platform's core innovation is its ability to condense months-long licensing negotiations into a matter of days. Rights holders can now self-serve by registering IP licenses, scanning for usage, and offering terms directly to creators. This shift not only accelerates deal-making but also introduces unprecedented flexibility. IP owners can customize terms, from revenue-sharing models to content maturity restrictions, while creators gain access to high-demand franchises.

The platform's centralized catalog serves as a marketplace for collaboration, enabling smaller creators to leverage blockbuster IPs—a democratizing move that contrasts sharply with traditional licensing, which often favors large studios. This could lead to a surge in engaging, IP-driven experiences, drawing more users to Roblox's ecosystem.

Roblox's initial partnerships include some of the entertainment industry's most recognizable brands. Lionsgate has contributed franchises like Twilight and Saw, while Netflix has licensed Stranger Things and Squid Game. Sega's Yakuza series and Kodansha's manga adaptations, such as That Time I Got Reincarnated as a Slime, round out the lineup, with two more IPs slated for 2025.

These partnerships signal a strategic push to diversify Roblox's content library, appealing to global audiences. Kodansha's Yoshinobu Noma noted the platform's potential for "immersive storytelling," while Lionsgate emphasized the value of fan engagement—a key driver for IP holders seeking to monetize their franchises beyond traditional media.

The financial implications of this move are significant. Roblox's creator economy has already proven its scalability. In 2024, developers earned $923 million, a 25% jump from 2023, with projections exceeding $1 billion in 2025. The licensing platform could supercharge this growth by boosting engagement, expanding revenue-sharing, and accelerating IP adoption.

For investors, this move represents a critical catalyst for revenue growth and valuation expansion. Roblox positions itself as the go-to ecosystem for IP holders seeking to engage with its 97.8 million daily active users. The stock (RBLX) is primed to benefit from this shift—provided execution stays on track.

References:
[1] https://variety.com/2025/gaming/news/roblox-licensing-platform-lionsgate-netflix-sega-kodansha-1236453659/
[2] https://www.ainvest.com/news/roblox-licensing-revolution-ip-partnerships-supercharge-growth-2507/