Epic Storyworlds Launches Dedicated Roblox Game Development Studio “Freeground”


Independent children’s content creation company Epic Story Worlds – founded by veteran children’s entertainment executives Steve Couture and Ken Faier and a sister company to Faier’s Epic Story Media – launches Free land, an online experience studio focused on engaging fans through Roblox experiences. Freeground’s first collaboration with the global entertainment development company Beyond the Falcon will offer an entertainment destination including a theme park and games based on its Kathmandu Intellectual Property (“IP”).

Based in Quebec, Freeground is the new branch of the Epic Story group. Co-founded by Steve Couture, the former CEO of Frima, the new company will utilize Couture’s past experience in browser-based virtual worlds. Frima was a leading developer of virtual worlds for children and behind such projects as Bearville, Littlest Pet Shop Online and Skylander’s Universe. Freeground’s dedicated team includes Laurent Mercure as Studio Director, who brings a background in game marketing as well as community management, which is an integral part of Freeground’s corporate philosophy. The new studio will have a full range of services ranging from research and development to content production, marketing, post-launch operations and monetization strategies.

“As Roblox continues to rapidly cement itself as an integral part of children’s lives, it’s critical that owners of branded intellectual property – across toys, video games, apparel, music, TV content , events and theme parks – looking to engage with the younger generation, start thinking about establishing a presence on the platform,” said Steve Couture, co-founder of Epic Storyworlds and CEO of Freeground. “With the launch of Freeground, we are building on the existing strength of the Epic Story group of companies and its ability to grow global and creative franchises by offering businesses a chance to capitalize on the significant opportunities that Roblox presents, while ensuring players are at the center of everything we create.We are honored to have Falcon’s Beyond as our first collaborator and to create a Roblox experience that will take the idea of ​​a virtual theme park to the next level.

Ken Faier, Founder and President of Epic Story Mediaadded, “With the addition of Freeground, the Epic Story group of companies becomes the most comprehensive 360-degree offering for kids’ brand management, linear content management, games, licensing, merchandising and now, the creation and maintenance of virtual worlds under one roof.Freeground’s unique approach will focus not only on creating highly engaging Roblox experiences, but also on Steve and Laurent’s deep expertise in community management to drive long-term fan engagement.

Freeground’s collaboration with Falcon’s Beyond follows a previously announced joint venture between Falcon’s Beyond and Meliá Hotels International to roll out “restocking” destinations worldwide called Falcon’s Beyond Destinations. The Next Falcon’s Beyond Destination | Punta Cana will host the first-ever Falcon’s Resort by Meliá, a five-star all-inclusive resort, and Katmandu Park | Punta Cana, a new world-class theme park based in Kathmandu IP. Both are slated to open in late 2022 or early 2023 in Punta Cana, Dominican Republic, with more locations to follow. Falcon’s Beyond Roblox world is set to launch in December 2022.

“We fully appreciate our collaboration with the Epic Story and Freeground teams to adapt the brands, experiences and attractions found in our physical entertainment destinations into a dynamic and living Roblox world tailored to this audience,” said Jason Ambler, President of Digital Media at Falcon’s Beyond. “We believe this Roblox experience will be unlike anything players have seen before, offering plenty to do, build and explore, as well as reasons to come back again and again. Much like a traditional theme park, our Roblox world will continue to expand with brand new lands, experiences, games, and other features for players to enjoy.

Every day, 58.9 million people log on to Roblox, making it the fastest growing platform targeting 6-14 year olds. Roblox is the #1 item kids spend their allowance on, above Fortnite and Minecraft, and more than half of all US kids ages 9-12 have a Roblox account (Sources: Roblox Developers Conferences 2019 and 2022 ).


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