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Roblox is launching a rewarded video ads product that will be available through a new programmatic partnership with Google’s advertising solutions, as well as a direct buy option.
Per the gaming platform, “rewarded video ads enable users to opt in and watch up to 30-second full-screen video ads within immersive Roblox games and experiences. In return, users receive in-game benefits from the creators of these games and experiences, also known as the ad publishers.”
According to Roblox, early tests show an average completion on rewarded video ads of more than 80%, with “select experiences seeing completion rates over 90% as users saw the value in rewards, such as power-ups or in-game currency, and considered these ads additive to their overall experience.”
Roblox boasted 85.3 million daily active users (DAUs) at the conclusion of 2024. The company says tens of millions of those users are in the Gen Z demographic, the main target for the rewarded video ad content.
Advertisers that use Google’s media buying tools will be able to measure performance of their rewarded video and other immersive ads on Roblox. Third-party measurement companies also working with Roblox on its new video product include DoubleVerify, IAS, Cint, Kantar and Nielsen ONE Ads.
“This new format is a win-win-win for brands, creators, and users, and we’ve been excited by the early results of our tests which have proven this out,” Roblox vice president of global brand partnerships and advertising Stephanie Latham said. “Our partnership with Google makes it very easy to buy these engaging ads and reach key audiences at scale. We are continuing to remove barriers for brands and agencies that are quickly realizing the massive potential of immersive gaming platforms like Roblox where Gen Z are increasingly spending their time.”
