July 15 (Reuters) - Roblox ( RBLX ) launched a licensing

feature on its videogame platform on Tuesday, allowing

intellectual property holders to integrate their characters and

worlds into its games.

It has signed licensing partnerships with companies such as

Netflix ( NFLX ), which would allow developers to use characters

and names from the streaming giant's popular shows "Stranger

Things" and "Squid Game" in their games.

Other licensing partners include Lionsgate, Sega and

Japanese publisher Kodansha.

Roblox ( RBLX ) has been aggressively trying to grab a larger share

of the videogame market and expand its revenue sources by

diversifying beyond gaming and turning the platform into a hub

for socializing, commerce and advertising.

Introducing a platform for licensing property with popular

characters and names from highly recognizable media could draw

more people to its games, which appeal to a large cohort of Gen

Z users.

"We have a goal to have 10% of all gaming content revenue

flowing through the Roblox ( RBLX ) ecosystem and benefiting our

community," said Manuel Bronstein, chief product officer at

Roblox ( RBLX ).

"This will require having a wide range of experiences and

giving creators the opportunity to partner with rights holders

of the most recognizable IP," he said.

Roblox ( RBLX ) had previously worked with media companies such as

Warner Bros Discovery ( WBD ), launching special advertising

campaigns and games around a specific property to drive consumer

engagement.

The License Manager would enable rights holders to register

and create licenses, offering them quickly to creators in days

or hours rather than months, Roblox ( RBLX ) said.

The company also plans to onboard more IP holders throughout

the year and aims to open the License Manager to all eligible IP

holders in the coming months. It is even exploring additional

license types.