Roblox has announced a strategic partnership with Google to launch “Rewarded Video ads,” a new advertising format designed to enhance user engagement and provide brands with innovative marketing opportunities within the platform.
The Rewarded Video ads are full-screen advertisements lasting up to 30 seconds. Players who choose to watch these ads will receive in-game rewards, such as digital currency or power-ups, enhancing their gaming experience. This opt-in approach ensures that advertisements do not disrupt gameplay, aligning with Roblox’s commitment to user-centric experiences.
In the coming weeks, advertisers will have the ability to purchase these ads programmatically through Google’s advertising solutions or via direct buying options. This integration aims to make Roblox’s immersive ad formats more accessible to a broader range of brands and agencies, facilitating targeted marketing efforts within the platform’s expansive virtual environments.
Roblox has also established partnerships with data measurement firms such as Cint, DoubleVerify, and Nielsen. These collaborations are intended to provide brands with robust tools to track and analyze the performance of their advertising campaigns, ensuring transparency and effectiveness in reaching desired audiences.
With a reported 85.3 million daily active users as of December 2024, Roblox offers a substantial and diverse audience for advertisers. Notably, the platform has identified significant advertising potential among Gen Z users, aged 13 to 28, who represent a substantial portion of its user base. According to a Piper Sandler survey, Roblox’s active usage among teens increased from 34% in spring 2024 to 46% in fall 2024, indicating growing engagement within this demographic.
This initiative reflects Roblox’s ongoing efforts to diversify its revenue streams and provide value to both users and advertisers. By integrating Rewarded Video ads and collaborating with industry leaders like Google, Roblox aims to create a mutually beneficial ecosystem where players enjoy enhanced gaming experiences and brands effectively reach their target markets.
