Utilizing the world's leading immersive social platform as a partner, Roblox Corporation.

Dentsu Group, headquartered in Minato-ku, Tokyo, with Global CEO Hiroshi Igari, will launch the 'House of Creators' project to support the next generation of creators who share creative content on online social platforms around the world. As the first step in the project, we have selected Roblox Corporation, which operates the immersive social platform Roblox, with a global community of over 1 million next-generation creators, as our project partner.

The background of this project is the changes occurring in virtual content creation and distribution. Due to the accelerated evolution of technology, content creation and distribution of games, videos, etc. shared in online gaming and metaverse have been democratized, moving from an era where only companies with large capital could produce and distribute content to an era where individuals with great ideas can create and distribute content with their own power. Furthermore, in contemporary society where consumer values and preferences are increasingly diverse, marketing faces the challenge of discovering content that captures strong user engagement.

In the 'House of Creators' project launched by our company, we will support promising individual creators from around the world who will generate content that will be the source of user enthusiasm in the future, leading the trend of this era and solving broader marketing challenges.

This project, with the support of Roblox Corporation, will provide the following four programs on the Roblox platform, starting with Roblox as the foundation platform, to creators on Roblox, following the process from content creator discovery to business expansion.

Creator Acceleration: Discovering promising creators and supporting content development costs, as well as providing creative and business mentoring.

② IP Integration
Matching existing IPs with creators and conducting creative contests

③ Partnership & Acceleration
Investing in existing games and matching promising creators with brands

④ IP Expansion
Supporting the expansion of content businesses by extending the content format with creators as the starting point

Examples of specific plans and initiatives in the program:

As the first initiative in the IP Integration and IP Expansion programs, we will collaborate with Kodansha Co., Ltd. (Headquarters: Bunkyo-ku, Tokyo, Representative Director: Shonobu Noma, hereinafter referred to as "Kodansha") to conduct a recruitment for an original world development support contest for Roblox creators. The contents created by the award-winning creators will be planned for secondary expansion into off-platform IP through the support of Kodansha's Creators Lab editors and our accumulated expertise, and will be globally released.

-As part of the Creator Acceleration program, we will start an acceleration project for creators who are particularly active on Roblox (targeting approximately 30 creators within 2024). With this project, we will provide funding support and mentoring to promising creators while supporting the enhancement of game design skills.
Dentsu Group, with the support of Roblox as the foundation platform for this project, will deepen its knowledge about support methods for the next generation of creators, refine its team, and accelerate its efforts together with various creator platforms and content holders. Through "House of Creators," we will contribute to generating more enthusiasm in the world by as many next-generation creators as possible.

Comment by Hiroshi Igarashi, Global CEO of Dentsu Group
"The House of Creators project is an innovative initiative that builds on the 120-year tradition of innovation at Dentsu. We will provide opportunities for content creators worldwide to fully unleash their creativity and support the delivery of excellent content to many people. We consider this to be a very valuable initiative for our client companies and society. I am extremely pleased that we can start this project with the support of Roblox, which has received great support from the next generation of content creators."

Comment by David Baszucki, Co-Founder and CEO of Roblox
"We have been continuously amazed by the growth and evolution of the global creator community on Roblox and their increasing influence on digital culture and content. While we are building tools and platforms, it is the creators who are the true engine behind creating new and compelling experiences, driving the future of immersive content creation. We are thrilled to see their unparalleled creativity and influence recognized, including in major countries like Japan."

*1: Dentsu Group has entered into a partnership agreement with Roblox.
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※2: Kodansha and Roblox are currently holding a Roblox xperi experience contest themed on the manga 'Attack on Titan'.
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【Contact Information for this Project】
Dentsu Group Co., Ltd. Dentsu Innovation Initiative Aoki, Koyama, Morioka, Yamamoto
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Email: innovation-initiative@dentsu.co.jp

[Contact for releases]
Dentsu Group, Group Corporate Communication Office, Kojima and Shimazu
Email: group-cc@dentsu-group.com