15 Jul Netflix & Lionsgate Join Initiative To Bring More Blockbuster Film & TV Properties To Roblox [Deadline]
BY STEWART CLARK
July 15, 2025 | Roblox is getting closer to the worlds of film and TV. The gaming platform has teamed with Netflix and Lionsgate to make it easier for content owners and developers to join forces on Roblox games and experiences. Netflix is opening up Stranger Things and Squid Game while Lionsgate is adding Twilight, Saw, Divergent and Now You See Me to a new licensing program.
Specifically, Roblox has launched a License Manager that allows partners to work with eligible developers. The idea is to circumvent the lengthy process of developers and IP-owners finding one another and thrashing out a deal. Developers can work up Roblox games and experiences based on the IP in the system. IP owners can register, create and customize licenses.
Roblox’s Chief Product Officer, Manuel Bronstein, said “what used to be a months-long process, often limited to a select few, now allows all eligible creators and rights holders to form partnerships in just days or hours.”
Roblox had 97.8 million daily users in 1Q25 and Roblox content gets huge views on other platforms, notably YouTube and TikTok. Roblox creator revenue is expected to top $1B this year. At the Roblox Developers Conference last year it set a target of having 10% of all global gaming content revenue flow through its ecosystem.
That reach and scale has not been lost on Hollywood. The likes of Ben 10 and SpongeBob SquarePants have popular games on the platform, while Universal has launched an official How To Train Your Dragon game. For Warner Bros.’ Beetlejuice Beetlejuice there was a ‘Beetlejuice: Escape the Afterlife’ experience with mini-games and a virtual box office where people could buy real-life movie tickets.
Studios and IP owners, however, remain protective of their content, and Roblox hopes the new License Manager gives them the security they need while giving Roblox developers, typically working in small teams, the chance to work with A-list properties.