Google's partnership with Roblox introduces Rewarded Video ads, allowing players to earn benefits like virtual currency in return for watching advertisements. This collaboration enables brands to utilize Google Ad Manager to programmatically purchase ads within Roblox, targeting its expansive user base of 85.3 million daily active users, many of whom are Gen Z. The initiative aligns with Roblox's strategy to attract advertisers and equip creators with new revenue sources. Following positive initial results, this move is part of a broader trend in gaming advertising, projected to experience continued growth.
Google will bring its immersive Rewarded Video ads to gaming platform Roblox, allowing users to watch ads in exchange for in-game benefits like virtual currency or power-ups.
Through collaboration with Google Ad Manager, brands can purchase immersive video ads on Roblox and access its audience of 85.3 million daily active users.
Scot Sheffer, VP of sellside monetization, emphasized that ads should enhance rather than detract from the gaming experience, integrating them into the gameplay.
Roblox's ad revenue grew 35% year-over-year in Q4, indicating rising brand interest, while gaming's ad investment is projected to grow 3.2% in 2025.
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