Google and Roblox Partnership

On Tuesday, Google revealed a new collaboration with Roblox, a gaming company. This partnership enables advertisers to purchase and scale Rewarded Video and other immersive ad formats on the Roblox platform. As a result, marketers seeking to reach the predominantly Gen Z audience on Roblox can utilize Google Ad Manager to place video ad buys, including the Rewarded Video format, as stated by Roblox.

These ad formats can be purchased through both direct and programmatic means, allowing brands and agencies to target Roblox’s vast user base of “tens of millions” of Gen Z users who are active on the platform daily.

Benefits for Roblox and Advertisers

This partnership provides game creators on Roblox with additional monetization opportunities and offers players alternative ways to earn in-game benefits. The Rewarded Video ads enable Roblox users to watch up to 30 seconds of full-screen video ads within the Roblox games and online experience, receiving perks chosen by the game creator. Notably, tests of these ads have yielded completion rates exceeding 80%.

In addition to the Google partnership, Roblox has announced collaborations with other industry leaders, including Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen. These partnerships aim to assist advertisers in measuring the effectiveness of their ad buys, providing valuable insights into their campaigns.