Dentsu Group Inc. announced it is launching “House of Creators” to support next generation creators who make and share content on online social platforms around the world. The first phase of the initiative launches on Roblox, a leading immersive platform with a global community of millions of next-generation creators.
In the background of this initiative are the changes currently taking place in virtual content production and distribution. The rapid pace of technological advancement has accelerated the democratization of content production and distribution, with games and videos, etc. shared via online games and the metaverse. This is a shift from the past, when only companies with large capital could produce and distribute content, to a new era in which individuals with creative ideas can produce and distribute on their own. Furthermore, in a society where people’s values and preferences are becoming more fragmented and diverse, it is challenging for marketers to find content that will generate enthusiasm (strong engagement) from users.
“House of Creators” will aim to support promising creators around the world who create content that inspires excitement in users and, in a broader sense, will lead the way in solving marketing issues while pioneering the trends of modern society.
The initiative consists of the following four programs, which follow the process from the discovery of content creators to business expansion. Roblox is the first platform selected for this initiative, with the below four functions to be provided to its creators with the support of Roblox.
- Creator Acceleration
Identification of promising creators, support for content development costs, creative business mentoring
- IP Integration
Matching of existing IP with creators and holding creative contests
- Partnership & Acceleration
Investment in existing games and matching of promising creators and brands
- IP Expansion
Support for the secondary development of the content business by extending content formats, with creators as a starting point
Examples of specific initiatives within the program:
- As part of the IP Integration/IP Expansion program, a manga contest will be held for Roblox creators, who will enter their original worlds to the contest to support their development, in collaboration with KODANSHA LTD. (Head Office: Bunkyo-ku, Tokyo; Representative Director and President: Yoshinobu Noma; hereinafter referred to as “Kodansha”). The winning creator’s content will be further developed and made available to readers around the world as an off-platform IP with the help of Kodansha’s Creators’ Lab editors and the Company’s knowhow.
- The Creator Acceleration Program will launch an acceleration program for creators who are particularly active on Roblox (approximately 30 creators by the end of 2024). The initiative will provide financial support and mentorship to promising creators to help them advance their game design skills.
In working with the support of Roblox, the Company will deepen its knowledge of methods to support the next generation of creators, develop its team, and accelerate its upgraded offering by collaborating with various creator platforms and content holders. In addition, through the “House of Creators,” the Company will enable even more next-generation creators around the world to inspire excitement in society.
SOURCE: Dentsu