Dentsu Group Inc. announced a joint collaboration with GeekOut Inc. and KODANSHA Creators’ Lab. Under this joint project the three companies will establish and launch a new label* ‘ROBMIX (hereinafter “the label”),’ for the purpose of discovering and developing the next generation of creators on the immersive social platform Roblox, and developing new IP and contents and deploying new media mixes.
Dentsu Group Inc. last year launched “House of Creators”*3 to support next-generation creators who make and share content on online social platforms around the world. The first phase of that initiative was to partner with Roblox, and ROBMIX is one of the outcomes of this partnership.
Roblox has approximately 100 million daily active users around the world, who interact with friends and players globally in real-time through their avatars. These users also explore the vast array of virtual experiences available on Roblox and have fun playing games, going on adventures, learning, and more.
These diverse experiences are developed proactively by many millions of next-generation creators around the world, and it is the total freedom unique to Roblox that enables them to freely create games and virtual spaces that has driven continuous innovation and community growth.
The ROBMIX aims to take the lead in the next generation of entertainment, where anyone can become a creator, realizing co-creation of Japanese IP with the next generation of content creators who gather on Roblox. Dentsu including Dentsu Inc. that boasts wide-ranging networks and business production track record capitalizes on the capabilities and business assets of GeekOut and KODANSHA, and will engage in the following four key initiatives.
1. Development of new IP:
Develop content and new IP (creations/characters/worldview/manga) on Roblox.
2. Deployment of existing IP on Roblox:
Optimize existing IP content on Roblox and create new experiences.
3. Creator support:
As a space for new activities by game creators who use platforms other than Roblox, provide opportunities and an environment for content development on Roblox.
4. Media mix deployment of Roblox experience:
Diverse media mix deployment outside the platform, such as manga adaptations, picture books, and merchandise based on IP that is already popular on Roblox.
Through this project dentsu aims to contribute to the further development of the entertainment business and inspire as many next-generation content creators as possible to create even more excitement for people around the world. Through the realization of new expressions at the crossover between technology and creativity, we will continue to nurture and support talent that will lead the next generation.
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