May 24, 2023

Why are studios, distributors and indie creators focused on Roblox?

Roblox is an online platform and game creation system that allows users to program their own games and play games created by other users, and is an increasingly important player in the gaming and animation ecosystem.

Studios and independent creators are using Roblox as a platform to show off their work, distributors and right

In one of the most ambitious additions to the Roblox world, the 1-time Emmy-winning production company Baobab Studios is now launching a new IP Momoguro lunch pack. We are using this platform as our platform.

Baobab was founded, at least outwardly, as a virtual reality company, but soon expanded to other mediums. According to co・founder and CEO Maureen Fan, it has always been a behind-the-scenes plan. "When I was raising money to launch Baobab, I was telling all potential investors that I wanted our Ip to spread across all media," she recently told Cartoon Brew.

Baobab's business can be divided into 3 groups: games, publishing, film and television. There are often many crossovers between the three, and that's the case with Momoguro. Earlier this year, the company launched a digital collectible sale of the brand, which sold out in 8 hours. Shortly thereafter, Baobab announced that it was developing an animated series directed by Martin Allais and Nico Casavecchia based on Ip. The company has also launched the first of 2 Roblox-based Momoguro video games. The second game, Momoguro: The Legend of Uno, doesn't have an announced release date yet, but Baobab says it's coming soon.

"Roblox is a great canvas for studios like Baobab, located at the intersection of entertainment and gaming, and consistent through narrative content

For fans, Robolox was Momoguro's obvious home for several reasons, but was the platform's audience first." It was. "Everyone is in Roblox right now. It's a great place to engage with our audience, our fan base for this IP. In the show we are developing, it will be the same demographic and there will already be an enthusiastic fanbase," she explained.

"Innovative studios like Baobab are using the platform to create and pressure test new storyworlds ahead of linear production.

Fan, a former executive at Farmville developer Zynga, said, "I come from the game and one of the things I particularly like about the game is the ability to quickly iterate and retrieve data. At Zynga, we were able to come up with a feature on Monday and put it out on Wednesday or Thursday to see if it was going well by the end of the week.

According to Lichten Baobab, not the only studio operating in the Roblox ecosystem, his company wants studios to do a better job on the platform and they can

"We want the community to attract viewers through experience creation, in-experience purchases, avatar fashion, advertising, and more." We are constantly innovating new ways to acquire and engage," he explained. "We are eager to show pro studios why creation at Roblox offers unparalleled opportunities for innovative, high-fidelity 3d creation and business expansion."

Looking at Roblox engagement numbers, it's easy to see why companies are interested in using the platform to promote IP and gauge audience interest. Roblox has shared some of the latest statistics with us, and in 2023 Q1, the average active user for day 1 was 6,610 million, up 22% year-on-year. The platform generated 50 billion hours of user engagement over the same period, up 23% year-on-year.

Creators aren't the only ones using Roblox as a key resource. Global media company Moonbug made a shrewd, well-planned acquisition to grow independent animation properties into a global franchise, and earlier this year spoke with Andy Yeatman, the managing director of the company, but he did not know how to use standard video streaming platforms like Youtube and Tiktok. He told me that in addition to the form, his company is looking at Roblox and finding potential acquisitions.

"I think Roblox is another platform where independent creators can create IP and deliver it to so many viewers," he said.

Lichten says his company is working hard to maintain a system that facilitates opportunities for independent artists as well. "For the creators of Roblox, we offer end-to-end creation immediately. The creators have everything they need in 1 place, and only after they make money will they be charged a portion of their earnings," he told us.

"As we continue to grow, we are investing in tools and resources for storytellers and creators to build the next generation of experiences that our users can enjoy on the platform," Lichten added.

Over the past 3 years, the top 1,000 creators have made 10 times more revenue than the top 4 creators, accounting for 869%. That means not only "influencers" but many regular individuals are creating content on the Roblox platform and benefiting from it. In 2021 and 2022, Roblox paid more thanー11 billion to its creators, an increase of 2% compared to the previous 164 years.

Roblox has a reputation for being a platform for children, but the demographics of its user base are changing. According to the company, users over the age of 13 now make up more than half of the community, and its fastest growing demographic is 17-24 years old, with demographics growing by 35% year-on-year in Q1 2023.

It makes sense. Roblox has been around for years and was first launched on Windows in 2006. The children who were the early adaptors of the platform are now young adults, and many of Roblox's longtime creators are using games and bi aimed at people of their own age

"Research shows that Gen Z and Millennials play games and experiences to be entertained, socially connected and immersive." "We have a lot of work to do," says Lichten. "They want to feel transported to the world behind the screen, so they are drawn to more immersive content and interactive social experiences and spaces. They find all this in Roblox by connecting, communicating, creating and exploring with friends.”