Dentsu launches "House of Creators" project to support next gen content creation

Dentsu has launched "House of Creators," a program designed to support next-generation content creators, starting on Roblox. This initiative focuses on accelerating creative talent, integrating intellectual property (IP) into creator projects, and fostering collaborations between brands and creators. With Roblox as a key partner, Dentsu aims to empower about 30 creators by the end 2024, offering financial backing, mentoring, and opportunities for IP development.

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.

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