Look, let's be honest: Roblox is trying to play nice with the suits. On July 15 (US time), the platform pulled the curtain back on a fresh licensing suite, featuring the License Manager and the Licenses catalog.

The License Manager is a rather clever bit of kit. It allows rights holders to register and generate IP licenses directly, sniff out relevant Roblox content, and dish out these licenses to creators—those industrious folks building the virtual worlds—without the usual red tape.

The rights holders get to play god with the fine print. They have total control over the scope of IP usage, content age ratings, and the all-important revenue splits. Furthermore, everything lands in the Licenses catalog, where eager creators can put their hands up and apply for a slice of the action.

At launch, the selection is quite the mixed bag of pop culture heavyweights. We are talking about Netflix’s Stranger Things and Squid Game, along with Lionsgate’s Twilight, Saw, Divergent, and Now You See Me. Sega is also jumping in with Like A Dragon (formerly known as Yakuza). And for the anime fans, keep your eyes peeled for Kodansha’s Blue Lock and That Time I Got Reincarnated as a Slime, both of which are slated to join the party soon.

Manuel Bronstein, the Chief Product Officer at Roblox, reckons this is all about the bottom line and community growth. Manuel Bronstein claims that 10% of all game content revenue flows through the Roblox ecosystem, and the goal is to make sure that cash keeps the community thriving. According to Manuel Bronstein, the key is to hand creators more diverse experiences and open doors for them to partner with the world’s most iconic IP holders. Manuel Bronstein believes the License Manager and the Licenses catalog will be the linchpins in making it easier for IP owners to manage and distribute their massive brands within the Roblox sandbox.

Roblox isn't stopping here. The plan is to rope in more IP owners throughout the year and open the License Manager to all qualified creators in the coming months. They are also, in what the company calls a search for growth, exploring additional licensing models. Adieu for now.