On April 1, 2025, Roblox announced a partnership with Google to enhance its advertising offerings, introducing a new format called Rewarded Video Ads.

This innovative ad strategy incentivizes players to watch advertisements in exchange for in-game rewards, aiming to engage Roblox's vast user base.

Currently, Roblox attracts nearly 80 million daily active users, predominantly Gen Z, making it an appealing platform for major brands.

The collaboration with Google is designed to simplify the ad purchasing process and broaden brand reach to key audiences.

This initiative aligns with a broader trend in the gaming industry, which is projected to see a 3.2% growth in ad investment in 2025.

Roblox's immersive ads, which blend into the gaming experience, are crafted to engage hard-to-reach audiences without disrupting gameplay.

Early tests of the Rewarded Video Ads have shown impressive completion rates, with around 80% of participants watching the entire ad.

However, community reactions are mixed, with concerns about potential immersion issues and excessive ads disrupting gameplay.

To ensure compliance, ads will only be shown to players aged 13 and older, and experience owners must be at least 18.

Players have expressed appreciation for the rewards received from these ads, such as power-ups or in-game currency.

Roblox will act as a middleman between content creators and advertisers, with the implementation of ads varying across user-generated experiences.

Roblox's advertising revenue has seen significant growth, reporting a 35% year-over-year increase in its fourth-quarter earnings.