"According to data from Statista, approximately 67% of Roblox users were under the age of 17 - and the vast majority were under the age of 13 - in September 2020. Now that distribution appears to be shifting - there now appear to be more daily active users (DAUs) over the age of 13 than below. At the same time, Roblox has been falling short of its financial goals; the company's most recent financial report shows that it missed both its top and bottom lines."
"According to reporting from The Verge, Roblox announced on Friday that it will soon implement immersive advertising options - such as virtual billboards - which will enable brands and developers to reach players across a vast scope of in-platform games or "experiences." Advertisers will also reportedly soon have the option to create "portals," which will transport players from a game to a branded virtual space."
Roblox will introduce an expanded advertising model and age guidelines to attract older users and diversify revenue. Historical data showed about 67% of users under 17 in September 2020, with most under 13, but daily active user distribution now has more users over 13. Recent financial results missed revenue and profit targets, prompting a search for income beyond Robux. Planned immersive ads include virtual billboards and branded portals that move players to sponsored virtual spaces. Tests with select advertisers will run later this year, with a wider 2023 launch. Ads will be labeled and accessible to users 13+, and content guidelines will be added.
Read at The Drum
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