Roblox Expands IP Utilization Possibilities: "IP Game Jam Powered by dentsu and GeekOut" Held

An event titled "IP Game Jam Powered by dentsu and GeekOut," exploring the potential of the immersive social platform "Roblox" from an IP utilization perspective, was held at Dentsu Inc. Hall on Thursday, July 17 and Friday, July 18, 2025.

Organized by the Dentsu Group and GeekOut—which handles content planning, development, and publishing on Roblox—the event saw 28 top Roblox game creators from GeekOut Studio visiting Japan to participate.On Thursday, July 17th, creators produced IP-themed games in a "Game Jam" format, planning and developing games within a limited timeframe. On Friday, July 18th, they presented the developed game prototypes to Japanese IP holder companies in attendance. Prior to the game prototype presentations, a session introducing Roblox's overview and usage methods was also held for the IP holder companies.

The event schedule for Friday, the 18th, is as follows.

The first session featured Soichiro Tanaka, CEO of GeekOut, as the facilitator. Tanaka began by explaining the session's purpose: to provide IP holder companies with perspectives on how they could utilize Roblox as a platform for building and nurturing communities alongside creators.He introduced Roblox's features, its high level of attention, and user demographics. He noted that the Roblox game "Grow a Garden" surpassed 21.6 million concurrent users (as of the end of June 2025), making it one of the most played games globally. He also highlighted that all content within Roblox is UGC (User-Generated Content).

Next, Junichiro Tsuji, Head of Developer Relations at Roblox Japan, took the stage to introduce the creators driving Roblox's popularity. "Roblox provides a game engine that allows anyone to create content quickly and easily, democratizing game development," he said, highlighting Roblox's unique appeal. "I believe this is why the number of creators producing UGC content continues to grow."

Next, MeEnyu, a Canadian YouTuber who creates videos based on Roblox games, took the stage. MeEnyu began streaming Roblox gameplay videos in 2021 and currently has over 3.3 million YouTube channel subscribers (as of July 2025).As an influencer with over 700 million total video views, he emphasized the role of video creators within the UGC ecosystem. Drawing on data from both videos and games, he stated, "Synergy is created when video creators amplify the content made by Roblox creators. To expand the game's community, I believe the synergy between Roblox creators and video creators is crucial."

The final speaker was Daichi Mukai, Brand Director, Brand Marketing Department, Transmedia Business Division, SEGA. SEGA and GeekOut are currently co-developing an official "Yakuza" game within Roblox.SEGA has also begun licensing "Yakuza" on Roblox's new platform. Mukai stated, "We aim to develop content while maximally respecting creators' intentions and Roblox's culture, creating opportunities to foster new fan communities."

※Yakuza: A dramatic adventure game series created by Japan-based "Yakuza Studio".
https://ryu-ga-gotoku.com/

Following the session, creators from GeekOut Studio presented game prototypes. This time, they utilized Dentsu Inc.'s original IP "Mameshiba" (*), developing games in three teams within an 8-hour time limit. Mr. Tsuji and Mr. Kim Seok-won, the creator of Mameshiba from Dentsu Inc.'s Creative Planning Division 1, provided feedback on the presentations.

※Mame Shiba: An original character developed by Dentsu Inc. It begins with the line "Hey, did you know?" and shares surreal trivia.

The first team created a mini-game based on the "trivia" presented by Mame Shiba. A key feature of Roblox play is that many users repeatedly play for 5-10 minutes with friends. The game's focus on being playable in short bursts of 5-10 minutes, aligning with this culture, was a key point.Mr. Kim commented, "It was clear they understood Mameshiba well and crafted it carefully. It made me want to play it myself, and I felt this game could help expand Mameshiba's recognition overseas." Mr. Tsuji commented, "It leverages the IP's appeal while having a structure that will be accepted by the Roblox community. The mini-game format is especially excellent as an entry point for new users to easily get into and experience Mameshiba's world."

The second team created a game set in a Japanese high school where players battle using cards featuring Mame Shiba. The cards' strength varies based on the trivia facts printed on them, with the goal being to "challenge the student council president to battle."Mr. Kim commented, "The idea of incorporating 'Hey, did you know?' trivia into card battles is fresh, creating a structure where players learn naturally while playing. They've truly grasped the essence of the IP." Mr. Tsuji added, "Card battles are rare on Roblox, and the Japanese cultural backdrop is also interesting. The game design is enjoyable for parents and children alike, showing a deep understanding of the IP in its composition."

The final team created a game where players search for various Mameshiba characters and take photos within the game. When photographed, the Mameshiba shares a "fun fact," and the photos are saved to an in-game album. Kim commented, "The adorable world is fully realized. While some Mameshiba were new to me, it makes you excited to see what kinds appear. It felt like commercial-grade quality." Tsuji praised, "It's a find-and-seek game enjoyable for everyone from young children to adults, with high-quality visual expression.It maximizes the charm of the Mame Shiba."

After the three teams' presentations, Tanaka commented, "I believe you experienced games of a quality unimaginable for something made in just 8 hours." Beyond Roblox's unique development power and flexibility to create high-precision content quickly, it strongly impressed IP holder companies as a platform that creatively unlocks the potential of worlds and characters while deeply understanding the essence of the IP.

The event also introduced the launch of a new service, the "Global Fan Community Growth Solution." This service, offered alongside the announcement of Roblox's new IP licensing management platform, aims to ensure IP is utilized appropriately and to maximize its potential.

Shinpei Ikeda, Senior Manager at Dentsu Group's Global Business Development Office and responsible for this initiative, stated: "While IP holders recognize the significant potential of UGC platforms, they also express many challenges and concerns regarding their utilization. Respecting the decisions of IP holders, we aim to start incrementally based on specific, in-demand use cases and explore new ways to engage with fan communities together." ( Details here )

Roblox, with over 111.8 million daily active users globally (as of July 2025), demonstrated new possibilities for IP through this platform-driven event.

Event Overview
Name: IP Game Jam Powered by dentsu and GeekOut
Date: Thursday, July 17, 2025, and Friday, July 18, 2025
Venue: Dentsu Inc. Hall