Roblox teams up with Google for advertising

On Tuesday, Google revealed a new collaboration with gaming giant Roblox, enabling advertisers to purchase and scale immersive ad formats like Roblox’s Rewarded Video. This partnership allows marketers to use Google Ad Manager to place video ads, including the Rewarded Video format, targeting the platform’s dominant Gen Z audience.

These ads can be bought both directly and programmatically, providing brands and agencies with an opportunity to connect with Roblox’s “tens of millions” of active Gen Z users.

For Roblox, this partnership creates additional revenue streams for game creators while offering players more opportunities to earn in-game rewards. With the Rewarded Video ads, users watch up to 30 seconds of full-screen video ads within Roblox games and experiences in exchange for perks chosen by the game creator. Tests of these ads have shown completion rates exceeding 80%.

In addition, Roblox announced several other industry partnerships, including with Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen, to assist advertisers in measuring the effectiveness of their ad campaigns.