By Gavin Boyle
Gamers will see more licensed content from studios like Lionsgate and Netflix on Roblox as the gaming platform launches a License Manager, streamlining the process for companies to produce official content on the website.
“This is the perfect bridge between a platform like Roblox that’s used to moving at such a quick pace and brands that are trying to identify the appropriate partners,” said Todd Lichten, the Head of Entertainment Partnerships at Roblox.
“We have a goal to have 10% of all gaming content revenue flowing through the Roblox ecosystem and benefiting our community,” added Manuel Bronstein, the chief product officer at Roblox. “This will require having a wide range of experiences and giving creators the opportunity to partner with rights holders of the most recognizable IP.”
Netflix and Lionsgate have already joined the program, providing access to some of their most popular titles on Roblox. These IP include SQUID GAME, STRANGER THINGS, TWILIGHT, DIVERGENT and NOW YOU SEE ME.
“Roblox offers a unique and dynamic platform for our fans to connect with beloved franchises in interactive and personal ways,” said Jenefer Brown, the Executive Vice President and Head of Global Products and Experiences at Lionsgate. “We’re excited to engage with the Roblox creator community and can’t wait to see the innovative experiences they bring to life with our IP.”
Related: Are Video Games the Best Marketers for Big Brands?
While the process to license IP on Roblox has now been streamlined, the concept is nothing new as multiple games, like Minecraft and Fortnite, already serve as major branding pipelines. Because millions play these games every day, businesses can effectively market to gamers.
“We often time the content releases with pop-culture moments like a movie release or anniversary celebration, or with relevant global topics like sustainability,” said Ada Duan, Microsoft’s GM of brand management. “The Minecraft team works with our professional creator partners to make fun and engaging gameplay, while our licensing partners share any themes or elements they would like to feature in the game.”
As for Fortnite, its most successful partnership has been with Disney, who went on to purchase a $1.5 billion stake in the company to cement their partnership. Earlier this year, Disney even launched a new Star Wars show through the game, providing players access to the first episodes of the series, even if they were not Disney+ subscribers.
Video games have become the best marketing tool for many major entertainment brands, so it is no surprise that major games like Roblox have streamlined the licensing process to make the system as simple and seamless as possible.
However, as content from shows like SQUID GAME or STRANGER THINGS appears on platform, parents will need to stay even more vigilant about what their kids are exposed to on Roblox.
Read Next: Will This Release Strategy Help Disney’s New Star Wars Show Succeed?
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