Dentsu Group Inc. announced the launch of “House of Creators,” a new initiative to support next-generation content creators worldwide. 

The program, which begins on the Roblox platform, seeks to address virtual content production and distribution.

The “House of Creators” initiative comprises four key programs:

1. Creator Acceleration: Identifies promising creators, provides financial support for content development, and offers creative business mentoring.
2. IP Integration: Matches existing intellectual property with creators and organizes creative contests.
3. Partnership & Acceleration: Invests in existing games and facilitates connections between promising creators and brands.
4. IP Expansion: Supports the secondary development of content businesses by extending content formats.

As part of the IP Integration and Expansion programs, Dentsu collaborates with Kodansha Ltd. to hold a manga contest for Roblox creators. The winning creator’s content will be developed into an off-platform IP with assistance from Kodansha’s Creators’ Lab editors.

The Creator Acceleration Program aims to support approximately 30 active Roblox creators by the end of 2024, offering financial aid and mentorship to enhance their game design skills.

“We will provide opportunities for the next generation of content creators worldwide to fully express their creativity and bring great content to users,” Hiroshi Igarashi, president and global CEO of Dentsu, said in a news release.

Roblox released its first economic and social impact report, revealing that the company generated an estimated $1.2 billion in GDP for the U.S. economy between 2017 and 2023. 

The report highlighted that 38% of surveyed creators monetizing on the platform had stated they would have earned income from making interactive content with Roblox. Additionally, 56% of these creators focus exclusively on Roblox rather than developing for other platforms.

“We build the tools and platform, but our creators are the real engine for new and compelling experiences, powering the future of immersive content creation,” Roblox founder and CEO David Baszucki said in the release.

Dentsu cites the democratization of content production and distribution as a key factor driving this initiative. The company notes that individuals with creative ideas can now produce and distribute content independently, a shift from when only well-capitalized companies could.

Dentsu recently partnered with Snap Inc. to offer augmented reality ad solutions to its UK clients.