Key Takeaways:
- Roblox is rolling out a video ad format that lets players watch ads in exchange for in-game rewards, changing the way ads fit into the gaming world.
- Thanks to its partnership with Google, advertisers can now access this new format more easily, tapping into the tech giant's massive ad network.
- Roblox has also teamed up with Nielsen, Cint, and DoubleVerify to give brands clearer insights into how their campaigns are performing.
Roblox is revolutionizing digital advertising by introducing an innovative video ad format in partnership with Google.
This new option allows players to watch video ads of up to 30 seconds in exchange for in-game rewards such as boosts, lifelines, or resources.
In the coming weeks, brands and agencies will be able to purchase these ads directly or through Google’s ad platform, making the format more accessible to a wider range of advertisers.
With 85.3 million daily active users as of December 31, most of them aged 13 and older, Roblox is tapping into its highly engaged audience to diversify its revenue streams.
Brands can now buy Rewarded Video ads on Roblox through our partnership with @Google. Engaged audiences, great completion rates, and more ways for creators to earn. Discover the potential of this immersive ad format in our newsroom post below. https://t.co/SFAdwuGKp2#RobloxDev
— Roblox (@Roblox) April 1, 2025
In a press release, Stephanie Latham, VP of global brand partnerships and advertising at Roblox, highlighted the potential of the new ad format:
“Our partnership with Google makes it very easy to buy these engaging ads and reach key audiences at scale.
We are continuing to remove barriers for brands and agencies that are quickly realizing the massive potential of immersive gaming platforms like Roblox where Gen Z are increasingly spending their time.”
This offers brands a unique opportunity to connect with Gen Z in an authentic way, using Roblox’s immersive platform where the digitally savvy generation is spending more of their time and attention.
Roblox's Next-Gen Ad Experience
As the gaming giant continues to see strong engagement on its platform, the company is making advertising one of its key revenue drivers.
The partnership with Google, as well as with data measurement firms Cint, DoubleVerify, and Nielsen, will also help ensure that brands can track the effectiveness of their campaigns.
Introducing rewarded video ads, Roblox addresses the challenge of traditional ads disrupting the gaming experience.
Roblox's stock rose following the launch of Rewarded Video Ads, with analysts predicting up to $1.2 billion in ad revenue by 2026.
The company is also working on new ad formats, including homepage takeover ads and eCommerce integrations.
Meanwhile, offering players rewards for watching ads allows the company to seamlessly integrate marketing with user engagement.
This strategy not only attracts more advertisers but also strengthens Roblox’s position in the growing in-game advertising market, tapping into its highly engaged and young user base.
Meanwhile, Google previously formed a partnership with Yanolja to integrate advanced AI tools, aiming to enhance personalization and efficiency in the travel sector.
