The New Path for Video Game Licensing: Roblox, UGC IP and Community-Led Brands

Think Influence has been featured in License Global in a new interview with Peter Betts, founder of Think Influence, exploring how video game licensing is evolving beyond traditional AAA franchises and into a new generation of community-led IP.

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The article, “10 Minutes With … Think Influence on the New Path for Video Games Licensing,” looks at how user-generated content platforms, including Roblox, are changing how gaming IP is created, scaled and commercialised.

For decades, video game licensing has often centred on major console and PC franchises. Those brands remain important, but the next wave of gaming IP is increasingly emerging from platforms where creators can build, test, iterate and grow audiences in real time.

Roblox is one of the clearest examples of this shift. The strongest Roblox experiences are no longer simply games; they are becoming recognisable digital-native brands with loyal communities, characters, worlds and commercial potential beyond the platform.

In the interview, Peter discusses how Think Influence works with Roblox game developers and other digital-first IP owners to identify licensing opportunities that feel authentic to the communities behind them. That includes consumer products, toys, collectibles, fashion, retail collaborations, content, live experiences and long-term franchise strategy.

The article also highlights a major shift for the licensing industry: successful gaming brands do not always need to follow the traditional entertainment playbook. Many of today’s most exciting opportunities are shaped by community behaviour, internet culture, humour, speed and audience participation.

At Think Influence, we believe this represents a new path for video game licensing — one rooted in accessibility, creator-led IP and highly engaged fandoms.

As gaming and digital culture continue to shape mainstream entertainment, Think Influence is focused on helping IP owners, developers and brands build licensing and partnership strategies that reflect how audiences engage today.

Thank you to License Global for spotlighting Think Influence and the growing opportunity around Roblox, UGC platforms and the future of gaming IP.

Read the full interview in License Global:
[10 Minutes With … Think Influence on the New Path for Video Games Licensing]

For video game licensing, Roblox IP, brand partnerships or digital-native franchise opportunities, please contact [Think Influence].