Roblox is launching a new Rewarded Video ads system that allows players to earn in-game currency and power-ups by watching advertisements, the company announced.
These full-screen video ads, lasting up to 30 seconds, will soon be available for programmatic purchase through Google’s advertising solutions and direct buying (Direct IO).
Only public experiences and creators aged 18 and older can display these ads, and they will only be shown to players aged 13 and above, according to Roblox’s creator hub. This marks an expansion of Google’s “Immersive Ads” format, which integrates ads seamlessly into the game environment, such as billboards in virtual cities or screens in stadiums.
In addition to Rewarded Video ads, Roblox will introduce billboard ads and homepage ad placements through Google’s platform in the coming months. This move signals a deeper push into monetized in-game advertising, potentially reshaping how developers and brands engage with players.
