Roblox launches new licensing platform, bringing Sega’s Like a Dragon and Netflix IPs to creators

Roblox is shaking up how creators license big-name intellectual property (IP) on its platform, rolling out a new licensing system designed to make it faster and easier for developers to integrate well-known franchises into their games. The initiative aims to lower the traditional barriers smaller studios face when negotiating IP deals — a process that has long favored larger developers with deeper pockets.

The new Roblox License Manager, unveiled this week, gives approved creators streamlined access to a growing roster of entertainment brands, including Sega’s Like A Dragon series, Netflix hits Squid Game and Stranger Things, and Lionsgate’s Twilight, Saw, Divergent, and Now You See Me. Japanese publisher Kodansha will also soon bring manga titles to the catalogue.

The system combines two core tools: the License Manager, which allows rights holders to define licensing terms, content restrictions, and revenue splits, and the Licenses catalogue, where eligible developers can browse and apply for licenses. Depending on the IP, terms and revenue shares vary. For example, Sega’s Like A Dragon license requires creators to maintain at least 1,000 daily active users and keeps a 50% share of Robux revenue (after platform fees). In contrast, Netflix IPs like Squid Game have no user minimum but offer creators just 15% of Robux revenue generated.

Roblox says this “self-serve” system lets IP holders maintain control while opening doors for smaller developers to build officially licensed games under clear guidelines. Rights holders can also proactively scan the platform for unauthorized use of their properties — a move that could lead to tighter enforcement against unlicensed fan projects.

This push is part of Roblox’s ambition to expand its share of the broader gaming content market, targeting a future where 10% of all gaming revenue flows through its ecosystem. The company says more brands and entertainment properties are expected to join throughout the year, broadening opportunities for its developer community.

While the licensing program comes amid excitement, Roblox is also facing community tension. Earlier this month, thousands of players protested the platform’s safety policies during The Hatch, a major in-game event, using the hashtag #BoycottTheHatch to demand stronger protections for younger users.