Roblox Launched a New Licensing Platform — Here’s Why It Matters
- Stephen Dypiangco
- 4 days ago
- 5 min read
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Roblox’s new License Manager and Licenses catalog represent a major shift in how intellectual property (IP) can be managed and used on the platform. With this recent rollout, Roblox is giving creators a new, legitimate pathway to develop games featuring IP from major franchises like Stranger Things, Squid Game, Twilight, and Like a Dragon. At the same time, the tools offer IP holders a scalable and transparent system to oversee usage of their content across the Roblox ecosystem.
This move isn’t just a product update—it’s a foundational step toward Roblox’s long-term ambition of becoming a central hub in the global gaming content economy.
What Roblox Announced
In a blog post published by outgoing Chief Product Officer Manuel Bronstein, Roblox introduced the Roblox License Manager and the Licenses catalog—two tools designed to streamline the process of legally integrating IP into Roblox experiences.
At launch, Roblox is partnering with Netflix, Lionsgate, Sega, and Kodansha to make seven IPs available to developers, including:
Squid Game
Stranger Things
Twilight
Saw
Now You See Me
Divergent
Like a Dragon (Yakuza series)
Additional IPs like Blue Lock and That Time I Got Reincarnated as a Slime will be added soon.
These IPs are now listed in the Licenses catalog, and eligible developers can apply for a license directly through the platform. Rights holders can approve or reject requests and configure licensing terms such as usage guidelines and revenue shares, which currently range from 15% - 50%.
This new system replaces the historically slow and fragmented licensing process with one that could theortically take days or even hours—something that aligns far better with the iterative nature of UGC development on Roblox.
Breaking Down the New Licensing Tools
Here’s how the two core features work together:
License Manager
A self-serve tool for IP holders that allows them to:
Register their IP
Set terms and conditions for use
Monitor existing Roblox games for potential IP usage
Review and approve license applications
Collect revenue shares automatically
This replaces the old method of multi-party negotiations and approvals with a more efficient, scalable system.
Licenses Catalog
A marketplace where developers can browse available IPs, view licensing terms, and apply for usage rights. This catalog is what democratizes access to IP for the broader developer community, many of whom previously had no path to working with major franchises.
Together, these tools create a new licensing infrastructure native to the Roblox ecosystem—one that’s designed to support UGC at scale.
Why Roblox's Licensing Platform Matters
A New Way to Address Unlicensed IP Use on Roblox
There’s already a significant amount of unofficial IP content on Roblox, especially for popular titles like Squid Game. Developers of all sizes have created games based on recognizable IP—without formal licensing—and many of these games have attracted large audiences. Historically, this was done in a legal gray area, with the constant risk of takedowns. The new licensing program changes that dynamic.
By giving IP holders better visibility and control over how their assets are used, Roblox is offering a way to convert unlicensed games into authorized ones. For developers, this reduces legal risk while unlocking new opportunities to feature well-known IP. It also positions Roblox as a partner to IP holders, rather than a platform where unauthorized use goes unchecked.
The success of this effort will depend on whether rights holders and developers can strike mutually agreeable deals, how many IPs are added to the program, and whether those IPs are compelling enough to drive developer and player interest.
Unlocking Revenue Through Official IP
Well-known IP already drives substantial revenue across the gaming industry. With this new licensing platform, Roblox is building an official mechanism to capture more of that economic activity within its ecosystem. This has the potential to move the needle significantly on platform-wide earnings.
In 2024, Roblox developers earned $923 million—a 25% increase over 2023. With more officially licensed, high-profile content coming to the platform, create payouts could increase significantly. That aligns directly with Roblox’s stated goal: to have 10% of all global gaming content revenue flow through its platform.
Squid Game Will Be the Early Test Case
Among the launch IPs, Squid Game stands out. It’s already one of the most copied and remixed IPs on Roblox, with dozens if not hundreds of unofficial games attracting millions of players. The introduction of official licensing changes the equation for these developers.
In the next few months, it will be interesting to monitor how many of these games continue—and whether they transition to become licensed, official versions. If Netflix actively enforces its ownership over of Squid Game IP via this licensing platform, developers will likely need to either secure licenses or rework their content.
This will be the clearest indicator of whether the system is functioning as intended: offering real opportunities for developers while also serving the interests of IP holders.
Upside for IP Holders Depends on IP Quality
For IP holders, the upside is clear. The platform offers direct access to a young, global audience of over 111 million daily active users—and a low-friction way to generate revenue without having to build games themselves.
While there is some risk that subpar games could dilute brand equity, Roblox’s algorithm and discovery system will likely ensure that only well-performing games gain traction. The bigger risk is that a shallow or unappealing IP pool will lead to limited adoption from the developer community. Developers need IP that players care about. Without that, there’s no incentive to pursue a license.
What IP Holders Should Do Next
For any company that owns valuable IP, now is the time to explore this program. The infrastructure is live, the catalog has launched with high-profile names, and Roblox is signaling that more IPs are on the way.
A smart move would be to test the system with one or two IPs, assess how developers use them, and refine the approach before scaling further. This isn’t just a licensing experiment—it’s a potential long-term revenue channel and a way to engage with a highly active, next-gen fanbase.
Final Thoughts
This licensing initiative could be a defining moment for Roblox. It signals that the platform is serious about building legitimate, long-term relationships between developers and IP holders. It also gives creators a new way to unlock growth while staying protected.
The early results—especially with IPs like Squid Game—will be telling. Over the next several months, I’ll be tracking what games emerge, how adoption plays out, and how both developers and brands respond to this new opportunity.
Stay tuned.
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