Brands and building IP-based experiences
In today’s digital age, brands are constantly seeking new ways to engage with their audiences and expand their reach. One effective strategy is building IP-based experiences on popular platforms like Roblox and Fortnite. Intellectual property licensing company Spaceport Technologies is at the forefront of this trend, helping brands like Toei Animation bring their IPs to life on these platforms.
Spaceport Technologies recently announced a partnership with Toei Animation to develop a new experience for Roblox based on Toei’s upcoming film, Hypergalactic. The game, Hypergalactic: Monkey Quest, is set to launch in November 2024 and will serve as a hub for a larger cluster of Hypergalactic games on the platform.
Twin Atlas, the studio behind the game, is no stranger to success in the Roblox community. They were named Roblox Studio of the Year in 2023 and have created popular user-generated content such as Robloxian High School, Dragon Adventures, and Drive World. Twin Atlas CEO Samuel Garcia expressed his excitement about the collaboration, stating, “As a studio that respects and admires Toei’s creative legacy, we are proud to contribute our expertise to help connect players to the Hypergalactic universe.”
What sets Spaceport Technologies apart is its platform that allows brands to leverage their intellectual property by offering it to smaller creators at scale. This approach opens up new opportunities for collaboration and allows fans to create experiences that feel authentic to the IP. According to Le Zhang, CEO of Spaceport Technologies, “Traditionally, IP owners were very protective of their IP, and licensing agreements could take a long time. But now, with platforms like Roblox, smaller creators can create fun and engaging content that competes with triple-A game studios.”
This partnership between Toei Animation and Spaceport Technologies is a testament to the growing importance of user-generated content and fan engagement in the gaming industry. By bringing Hypergalactic to platforms like Roblox, Toei Animation can tap into a younger audience that already has a strong affinity for anime. Yoshinori Ikezawa, Toei’s lead producer, emphasized the value of fan collaboration, stating, “Their creativity and passion are what make both Roblox and Toei Animation’s IPs so special, and we’re excited to see the incredible content that will emerge from this collaboration.”
Overall, the collaboration between Toei Animation and Spaceport Technologies highlights the evolving landscape of brand engagement and the power of user-generated content. By leveraging platforms like Roblox, brands can tap into the creativity and passion of their fans, creating immersive experiences that resonate with their target audience. As more brands recognize the value of IP-based experiences, we can expect to see even greater innovation and collaboration in the gaming industry.