Roblox is taking significant steps to scale its advertising business through a new partnership with Google, announced at the IAB Playfronts 2025 conference. The introduction of rewarded video ads allows users to earn in-game rewards by watching ads, with high user engagement rates. This partnership not only facilitates programmatic ad purchases but also offers Roblox access to a broad network of advertisers, enhancing its revenue streams. By integrating with Google's ad platforms, Roblox aims to boost its immersive advertising capabilities while providing more monetization options for creators, fostering a win-win situation.
Rewarded video ads let users voluntarily watch up to 30 seconds of full-screen video in exchange for in-game rewards, like power-ups or currency, offered by the game's creators.
Roblox unveiled a significant step forward in its advertising strategy; rewarded video ads will soon be available for programmatic and direct purchase through Alphabet's Google ad platforms.
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