Roblox, Google Expand Gaming Ads with New Format

Roblox has introduced a new form of rewarded video advertising on its platform in collaboration with Google, allowing users to watch up to 30-second ads in exchange for in-game benefits. This initiative aims to capitalize on Roblox's large Gen Z user base, boasting 85.3 million daily active users, and diversify its revenue streams amidst competitive pressures. The partnership with Google enables brands to purchase these immersive ads programmatically via Google Ad Manager, facilitating broader access for advertisers. Early tests have shown high engagement, with ad completion rates exceeding 80%, indicating user receptiveness to this ad format. Roblox has also engaged measurement firms like DoubleVerify and Nielsen to track ad performance, supporting its strategy to enhance brand and creator monetization. This move aligns with Google's broader efforts to expand its gaming ad inventory, integrating Roblox's offerings into its advertising ecosystem.