Roblox has officially expanded its licensing platform with a self-serve system, giving creators and IP holders more flexibility to collaborate. The initiative builds on the licensing tools introduced in July, which included the Roblox License Manager and the Licenses catalog. These tools were designed to make select, popular intellectual property available to creators while streamlining the partnership process with IP holders.
The self-serve model simplifies what has traditionally been a complex and time-consuming process. Previously, obtaining a license required extended negotiations and was often limited to a small number of studios. With the new system, eligible creators can quickly secure the rights to use licensed content under standard terms. This approach allows creators to integrate popular IP into their experiences, helping them reach larger audiences, improve discoverability, and create new monetization opportunities.
Tools for IP Holders and Brands
For IP holders and brands, the License Manager now provides a self-service interface to manage their intellectual property efficiently. Eligible IP holders can register their content, create Platform Licenses with customizable terms and revenue shares - typically between 10 and 25 percent - monitor usage across Roblox experiences, and automatically collect agreed-upon revenue. The platform offers access to Roblox’s large and active audience, which averaged 151.5 million daily users as of September 2025.
This democratization of licensing is intended to make it easier for a wide range of IP holders, from major studios to smaller brands with registered content, to make their properties available on Roblox. Similarly, any eligible creator can apply to adapt experiences using these IPs, expanding creative possibilities and enhancing the diversity of content on the platform.
Early Engagement and Expanding IP Offerings
Since the platform’s initial launch with partners such as Lionsgate, Netflix, Sega, and Kodansha, the Roblox creator community has shown significant interest. More than 1,500 license requests have been submitted for the IP available in the Licenses catalog. These early collaborations have already resulted in popular experiences.
For instance, Blue Lock: Rivals by Pocket Lobster, which uses the Kodansha “Blue Lock” IP, has attracted over 4 billion visits, while The Squid Game by Mr Ducky Studio, leveraging Netflix’s “Squid Game” IP, has been favorited more than 1.6 million times. The Licenses catalog continues to expand, with the addition of Mattel franchises such as Polly Pocket and Street Sharks, and Skibidi Toilet is set to join soon.
Roblox emphasizes that this is just the beginning of its efforts to scale licensing on the platform, inviting all eligible IP holders to register their properties and collaborate with the community of creators.
Source: Greg Hartrell, Senior Product Director at Roblox
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Frequently Asked Questions (FAQs)
What is Roblox’s self-serve IP licensing platform?
Roblox’s self-serve IP licensing platform allows eligible IP holders to register their intellectual property and offer it to creators on Roblox. Creators can then apply to use the IP to build experiences under standard licensing terms.
Who can use the self-serve licensing system?
The platform is available to any eligible IP holder, from major studios to smaller brands with registered intellectual property. Eligible Roblox creators can request licenses to integrate these IPs into their experiences.
How does the revenue share work?
IP holders can set a revenue share for their content, typically between 10 and 25 percent. The License Manager automatically tracks usage and collects revenue according to the agreed terms.
What are the benefits for creators?
Creators gain access to popular IP, which can increase discoverability, attract larger audiences, and create opportunities for monetization. The platform reduces the complexity of traditional licensing agreements, allowing faster access to licensed content.
How has the platform performed so far?
Early adoption has been strong, with over 1,500 license requests submitted and several successful experiences launched, including titles based on “Squid Game,” “Blue Lock,” and other popular franchises.
Does this relate to web3?
No, Roblox’s IP licensing platform operates independently of web3 technologies. It focuses on licensed experiences within the Roblox platform.
