(Reuters) – Roblox launched a licensing function on its video game platform, which allows intellectual property owners to integrate their characters and worlds into their games.
The brand signed license agreements with companies such as Netflix, which will allow developers to use characters and names of the popular streaming giant series, such as “Stranger Things” and “Squid Game”, in their games. Other licensed partners include Lionsgate, Sega and the Japanese publisher Kodansha.
Roblox has been aggressively trying to capture a greater share of the video game market and diversify its sources of income, expanding beyond the game to convert the platform into a socialization, trade and advertising center.
The introduction of a platform to license properties with popular characters and names of recognized media could attract more people to their games, which are popular among a large part of users of generation Z.
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“We have the objective that 10% of all video game content flows through the Roblox ecosystem and benefits our community,” said Manuel Bronstein, Roblox product director.
“This will require a wide range of experiences and give creators the opportunity to associate with the rights holders of the most recognized intellectual properties,” he added.
Roblox had already worked with media companies such as Warner Bros Discovery, launching special advertising campaigns and games focused on specific properties to promote consumer commitment.
The License Manager will allow rights holders to register and create licenses, quickly offering them to creators in days or even hours instead of months, Roblox said.
The company also plans to add more intellectual property holders during the year and hopes to open the manager license to all eligible rights holders in the coming months. It is even exploring additional types of licenses.
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