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But that same young user base that makes Roblox valuable is what could also put it and its brand partners in murky waters.Companies from Ralph Lauren to Spotify have launched Roblox experiences that have generated revenues and made inroads with young users. On one hand, Roblox has proven itself as a valuable space for virtual brand activations.The Interactive Advertising Bureau recently updated its in-game advertising standards, signaling a coming wave of ads.įirst out of the gate:Being among the very first to launch in-game ads is both a powerful and precarious position for Roblox to be in. All those developments and more are in response to growing brand interest in the gaming space.In-game advertising firm Anzu has struck a series of major partnerships related to in-game advertising, including one with Roblox last year to help launch the above-mentioned creator advertising tools.Microsoft and Sony are both working to develop ad-platforms for free-to-play games on Xbox and PlayStation, respectively.

The in-game ad floodgates: The sweeping introduction of ads to Roblox is notable as it’s one of the first major, free-to-play games to fully implement in-game advertising-something several video game companies are racing to do. Another immersive ad format will be “portals” that whisk players away from their current experiences to branded spaces.While most advertising on Roblox is limited to single games (called “experiences”), creators will now be able to drop billboards and other forms of virtual ads into their own experiences, getting a share of ad revenue in the process.