After a successful test phase, Roblox is moving its License Manager program into phase two, throwing the doors wide open and letting any brand owner license their IPs on the gaming platform. 

This new self-serve update is now available to everyone from emerging IP owners to major studios, and it allows Roblox creators to apply for licenses to develop new branded experiences without a lengthy negotiation process. As part of the exchange, brand owners can register their IPs, establish enforceable brand guidelines, set up revenue share terms and regularly scan the platform for any inappropriate IP usage. 

Roblox launched its License Manager and Licenses Catalog four months ago, with SEGA, Netflix, Lionsgate and Kodansha installed as a test-group of brand partners. During this beta period, Roblox creators submitted more than 1,500 requests to license various franchises belonging to these companies, including Stranger Things (Netflix), Blue Lock (Kodansha) and Now You See Me and Twilight (Lionsgate). 

A lot of existing fan-made titles on the platform have since applied for a bona fide license through the IP catalogue, including soccer game Blue Lock: Rivals (4.1 billion plays to date). Mr Ducky Studio also worked through the program to turn its flagship multiplayer title The Squid Game (more than 74 million plays and 1.7 million favorites since its 2021 release) into an officially licensed experience with Netflix. 

Several other major kids brand owners have already confirmed they will be bring their IPs to the Roblox License Manager later this year, including Mattel (Polly Pocket and Street Sharks) and Invisible Narratives (Skibidi Toilet).