Epic Storyworlds Launches Dedicated Roblox Game Studio “Freeground”


Independent children’s content creation company Epic Storyworlds – founded by veteran children’s entertainment executives Steve Couture and Ken Faier, and a sister company to Faier’s Epic Story Media – is launching Freeground, an online experience studio on fan engagement via Roblox experiences.

Freeground’s first collaboration with global entertainment development company Falcon’s Beyond will feature an entertainment destination featuring a theme park and games based on its Kathmandu intellectual property.

Based in Quebec, Freeground is the new branch of the Epic Story group. Co-founded by Couture, former CEO of Frima, the new company will utilize Couture’s past experience in browser-based virtual worlds. Frima has developed virtual world projects aimed at children such as Bearville, Littlest Pet Shop Online and Skylander universe. Couture is CEO of the new company.

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 establish itself as an integral part of children’s lives, it is essential that owners of branded intellectual property (toys, video games, clothing, music, television content, events and theme parks) who seek to interact with the younger generation, are starting to think about establishing a presence on the platform,” Couture said.

“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 companies a chance to capitalize on the significant opportunities that Roblox giveaways, while ensuring gamers 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.

Faier added, “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 not only focus on creating Roblox experiences, but also drawing on Steve and Laurent’s vast expertise in community management to drive long-term fan engagement.

Kathmandu Park in Roblox

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 very first Falcon’s Resort by Meliá and Katmandu Park | Punta Cana, a new theme park based on the Kathmandu IP. Both are slated to open in late 2022/early 2023 in Punta Cana, Dominican Republic, with more locations to follow.

The Falcon Beyond Roblox world is expected to launch in December 2022.

“We fully appreciate our collaboration with the Epic Story and Freeground teams to adapt the brands, experiences and attractions of our physical entertainment destinations into a dynamic and living environment. Roblox world suited to this audience,” said Jason Ambler, President of Digital Media at Falcon’s Beyond. “We believe that this Roblox the 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. Just like a traditional theme park, our Roblox world will continue to expand with brand new terrains, experiences, games, and other features for players to enjoy.

Every day, 58.9 million people connect Robloxmaking it the fastest growing platform targeting the 6-14 age bracket. Roblox is the number 1 item the children spend their allowance on, above Fortnite and Minecraftand more than half of all American children between the ages of 9 and 12 have a Roblox account (Sources: Roblox Developers Conferences 2019 and 2022).


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