Roblox launches Rewarded Video Ads, expands ad partnership with Google

Roblox announced today that it has launched a new form of advertising: Rewarded Video Ads, which, when implemented, would allow users to watch ads in exchange for an in-game benefit. Brands will be able to buy these ads programmatically, either from Roblox directly or via Google’s advertising solutions. The company also announced it’s expanding its partnership with Google to help scale immersive advertising to brands by adding Ad Manager.

Rewarded Ads are an expansion of Roblox’s existing immersive ad format, which rolled out video ads — which it now calls Video Billboards — late last year. The company’s stated mission is to create ways for brands to connect with Roblox’s large Gen Z audience. Players can watch 30-second ads within immersive experiences in exchange for in-game benefits from the advertiser, and Roblox reports 80% of test audiences watched the entire ad.