Topic: Roblox: An Ecosystem Growing Through UGC

Speakers: Seong Ju-hyeon, Head of Developer Relations / Ko Myeong-jae, Developer Community Manager

Presentation Fields: Business & Marketing, Production & Operations

Recommended Audience: Those considering platform expansion or interested in the Roblox ecosystem

Tags: #Ecosystem #UGC #IP #Expansion

[🚨 Presentation Topic] This session analyzes the unique ecosystem of Roblox, a global platform where users and creators collaborate to drive a ₩2 trillion economy, reflecting the latest shift in the gaming and entertainment industry toward user-generated content (UGC) rather than corporate-led production. The session will share business expansion strategies and practical IP licensing know-how, including collaboration pipelines with indie developers to mitigate initial launch risks, proactive revenue-sharing models that protect brand integrity, and the case of 'Blue Lock,' which evolved from a local manga into a global hit without traditional marketing spend.

Anyone who has played games has likely encountered the term 'use map.' Users often leverage existing games to offer new ways to play, which can sometimes spark a craze. In some cases, new games are even born from these use maps. While they were once considered mere 'products of passion' or 'pastimes,' use maps are now evolving into viable revenue-generating platforms.

This is happening through 'UGC (User-Generated Content).' UGC is an advanced form of the old use map, where users create new content based on a game and generate meaningful output, such as revenue and DAU/MAU.

Among the various games that encourage UGC, Roblox stands at the forefront. Seong Ju-yeon, Head of Roblox Korea, introduced the platform by explaining, "Roblox is not just a game; it is a playground where users can enjoy countless experiences, and a field of opportunity where creators can bring their ideas to life through games," highlighting how Roblox successfully captures both the gaming and UGC markets.

Why was Roblox able to become the center of UGC?

Seong first explained why Roblox is the hub for UGC, citing the clear balance of supply and demand. Naturally, for a game and platform to maintain a virtuous cycle, there must be both developers and players. Seong explained that Roblox provides a powerful backbone for UGC based on its explosive number of active users. He emphasized that with 144 million daily active users, the platform ensures a structure where UGC content is constantly being played.

He also noted that this large user base encourages developers to take on the challenge of creating UGC. In fact, he mentioned that the number of creators in Korea generating UGC content and revenue has increased by 60% compared to the same period last year. Furthermore, he highlighted the financial incentive for creators, noting that a total of $1.5 billion has been paid out to creators worldwide.

He also pointed out that the lack of platform barriers plays a major role in its success. Seong explained that Roblox's custom AI features handle optimization for different platforms, and because Roblox is available on PC, console, and mobile, its accessibility is exceptional.

From User to Creator: Accessible Development Methods

Manager Ko Myeong-jae, who continued the presentation, cited the ease of developing UGC content as another strength of Roblox. According to a survey of 214 Korean creators shown by Ko, 41% started developing UGC content through self-study, while 39% began through community involvement.

Ko stated, "The strength of Roblox UGC content is that while the barrier to entry is low, the practical skills gained while executing projects are significant." He explained that as creators manage a project, they develop skills in game design, problem-solving, UI/UX, and coding, while also cultivating soft skills like time management, leadership, teamwork, and critical thinking.

He added that this often leads to career advancement. 84% of creators have used their Roblox UGC content as a portfolio, and 70% of creators currently working at game studios revealed that their Roblox UGC experience helped them get hired.

Ko then introduced the Jump Start, Incubator, and Global Network programs to address questions about how Roblox supports creators. Jump Start is a program that assists beginner teams or those developing their first project with pipeline support, scheduling, and marketing, allowing developers to focus on game creation without pressure. The Incubator is an intensive course for experienced creators or professional studios, providing full-time, hands-on support for six months to guide them from prototype to successful launch. Finally, the Global Network provides a platform for sharing know-how and global expansion through online/offline community events and the 'RDC' (Roblox Developers Conference), where top creators from around the world gather.

Ko emphasized that these low barriers and support systems have led to successful cases of Roblox UGC content in Korea. He introduced 'Sols Ainz' by Sols Studio, developed by middle and high school brothers, which recorded over 1.8 billion cumulative visits and tens of billions of won in revenue based on a community of 12 million. He also mentioned 'Untitled RPG' by Luna Studio, where a high school student developer gained experience with over 70 projects, eventually achieving a game acquisition and reaching 10k concurrent users. Finally, he showcased 'Prism Runway Show' by Lily & Rippy, a studio project by a university professor and students that leveraged a Korean aesthetic to record over 30k concurrent users.

A Win-Win Strategy Through IP Licensing

Seong returned to the stage to introduce the win-win strategy through IP licensing. The structure involves companies and owners providing IP to Roblox, while creators use that IP to build UGC content, creating a mutually beneficial ecosystem.

He emphasized that this allows IP owners to protect their brand identity while gaining business benefits. Seong noted that titles like 'Yakuza,' 'Squid Game,' and Devsisters' 'Cookie Run' have already joined or will join this trend, citing the UGC content using Kodansha's soccer manga 'Blue Lock' as a representative global success story.

In the case of "Blue Lock," creators had already begun making and distributing UGC content using the IP, which gained attention by achieving 4.7 billion cumulative plays and over 31 million community members. Naturally, Kodansha became aware of this content, but instead of responding with traditional DMCA takedowns, they joined the Roblox IP licensing program and actively utilized the UGC content. Seong highlighted this, stating, "Instead of using DMCA, Kodansha worked closely with the Roblox team to leverage the UGC content. Thanks to this, Kodansha was able to promote their IP widely without significant marketing costs and even saw a global resurgence of the original work." He emphasized that this was a strategic move by Kodansha and a prime example of a win-win through IP licensing.

In closing, Seong mentioned that a vast market of 150 million annual users is waiting for creators, and he encouraged them to join this dynamic ecosystem with their ideas right now.