Samarth I Roblox partners with Google to introduce immersive ads, allowing players to earn rewards by watching videos.
In a strategic move to enhance its advertising capabilities, Roblox has announced a partnership with Google, aiming to integrate more immersive ad formats into its gaming platform. This collaboration introduces ‘Rewarded Video’ ads, where players can opt to watch up to 30-second videos in exchange for in-game incentives such as boosts or virtual currency.These ads will soon be available for purchase through Google’s advertising solutions, broadening access for brands and agencies seeking to engage with Roblox’s substantial user base.
Roblox reported 85.3 million daily active users as of December 2024, with a significant portion aged 13 and above. This demographic alignment presents a lucrative opportunity for advertisers targeting Gen Z consumers. Stephanie Latham, Roblox’s Vice President of Global Brand Partnerships and Advertising, emphasized the platform’s appeal, noting that brands are increasingly recognizing the potential of immersive gaming environments where Gen Z spends considerable time.
The integration of Rewarded Video ads is part of Google’s broader ‘Immersive Ads’ initiative, designed to seamlessly embed advertising content within virtual environments. Future plans include incorporating additional formats, such as virtual billboards, to further diversify advertising avenues on the platform.
To bolster its advertising framework, Roblox has also partnered with measurement firms like Cint, DoubleVerify, and Nielsen. These collaborations aim to provide brands with robust tools to assess campaign performance and audience engagement within the platform.
This alliance between Google and Roblox signifies a pivotal shift in digital advertising, merging traditional ad strategies with interactive gaming experiences. As the digital landscape evolves, such integrations are poised to redefine how brands connect with tech-savvy audiences in virtual spaces.
