Baobab Studios discusses its evolution from VR animation pioneer to Roblox-focused transmedia company, including franchise development, Gen Z audiences, live-service storytelling, and adapting games like Deepwoken for film and television.

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Baobab Studios CEO Maureen Fan explains the studio's strategic shift from VR animation to Roblox-focused transmedia franchise development. The studio has acquired rights to major Roblox titles including Natural Disaster Survival, Barry's Prison Run, and Deepwoken — games that together have nearly 10 billion visits — with plans to adapt them into film and television. Fan discusses how the studio evaluates franchise durability using live-ops metrics and community engagement signals, how it balances creator authenticity with structured narrative formats, and why Gen Z UGC platforms like Roblox are increasingly central to long-term IP development.

Baobab Studios Is Turning Roblox Games Into Long-Term Franchises