Roblox Launches Self-Serve IP Licensing

In July, we launched our licensing platform—made up of the Roblox License Manager and Licenses catalog—making select, popular intellectual property (IP) available to Roblox creators as a scalable approach to IP holder and creator collaboration. Today, we're rolling out the next phase of this platform and are inviting all eligible IP holders to participate. 

We launched the licensing platform to fundamentally change how IP holders and creators collaborate across the platform. This new system dramatically streamlines a historically complex IP licensing process, which previously involved lengthy negotiations and restricted partnerships to a select group of studios. Now, all eligible creators can secure licensed use of an IP quickly and with standard terms. This platform empowers creators to build experiences featuring popular IP and provides more opportunities to improve discoverability, expand player bases, and increase monetization. 

For IP holders and brands, the License Manager provides powerful self-serve tools to efficiently license their property to Roblox's massive and engaged audience of 151.5 million average daily active users.¹ Eligible IP holders can register their IP, set up Platform Licenses with customized terms and revenue share (typically between 10-25%), proactively scan for IP usage, and automatically collect agreed-upon revenue.

The Next Frontier: Opening Self-Serve Licensing

We're making the License Manager self-serve today. This means any eligible IP holder—from major studios to brands with registered IP—can now offer their IP for use on Roblox, and any eligible creator can apply to adapt an experience to use it. This democratization of access promises greater diversity and flexibility for the platform, further solidifying Roblox as the ideal environment for global IP and creative development.

Celebrating Early Success and Expanding the Catalog

Since the initial launch with founding partners Lionsgate, Netflix, Sega, and Kodansha, we have seen tremendous demand and enthusiasm from the creator community. Creators have submitted a total of over 1,500 license requests from our selection of available IP, demonstrating the community’s strong interest in licensing partnerships.

This early momentum has quickly translated into successful collaborations across various franchises. Experiences based on available IP titles including “Squid Game,” “Twilight,” “Saw,” “Blue Lock,” and “Now You See Me” are now emerging.

The Licenses catalog continued its expansion with the recent addition of popular Mattel franchises: Polly Pocket and “Street Sharks”, and Skibidi Toilet coming soon. We are enthusiastic about welcoming all IP holders to the platform and eagerly anticipate the new licenses that will join through the self-service platform.

We invite all eligible IP holders to submit their IP  to leverage the creativity of our community and connect with our massive audience. This journey with our creators and IP partners is just beginning, and we look forward to the innovative experiences that will emerge as we continue to unlock licensing at scale.