Roblox Corp has announced a new partnership with Google, aiming to scale up its in-game advertising strategy and tap deeper into ad-based revenue opportunities. The collaboration marks a significant move in Roblox's ongoing efforts to monetize its massive player base through brand engagement.

Introducing Rewarded Video Ads

As part of the initiative, Roblox will now offer rewarded video ads—30-second full-screen advertisements that give users in-game rewards for watching. This model is designed to increase player interaction while providing brands with a highly immersive advertising channel.

Roblox shared details of the new feature in a statement on Tuesday, and investors responded positively. Shares of Roblox rose 1.9% to US$59.40 (RM264.46) in early trading on the New York Stock Exchange.

Roblox's Expanding Ad Ecosystem

With 85 million daily active users, Roblox has spent the last few years building its advertising capabilities, forming high-profile partnerships with brands like Ralph Lauren and Chipotle. Although the company hasn't yet disclosed how much revenue comes from advertising, CEO Dave Baszucki hinted during a recent earnings call that they may break out those figures once the segment becomes "big enough."

What Google Brings to the Table

Over the coming weeks, Google will play a key role in helping Roblox scale its ad infrastructure, making it easier for advertisers and agencies to tap into the platform's large and engaged user base.

To support campaign effectiveness and audience targeting, Roblox will collaborate with measurement and analytics partners like:

These collaborations will help brands better understand reach and performance, enabling more precise audience selection.

Expanding Ad Formats and Distribution

Roblox also revealed plans to introduce more of its immersive ad formats—such as video and image-based "Billboard" ads—to Google Ad Manager. Additionally, the company will leverage Google's Authorized Buyers program to connect its ad inventory with leading advertising platforms, such as:

This integration is expected to streamline access for advertisers, making it easier to buy ad space and engage with Roblox's highly interactive gaming audience.

A Strategic Move into Scalable Advertising

This partnership represents a major step forward in Roblox's monetization roadmap, reinforcing its ambition to become not just a gaming platform, but also a powerful advertising space in the metaverse and immersive digital world.