Roblox expands advertising offering for brands with launch of new website

Roblox has bolstered its offerings to brands with the introduction of its ‘Roblox for Brands’ website – a dedicated resource to support brands with case studies, resources and relevant updates intended to help them get the most out of the platform and its expanding offering of marketing tools.

The website’s introduction comes off the back of a strong Q4 2023 for the platform, which enjoyed its highest ever daily active users at 71.5 million and 69 brand engagements.

To further support its partners, Roblox has also added new brand suitability controls to its Ads Manager. The updates allow advertisers to filter which experiences are most aligned with their brand’s goals when placing immersive ads.

Brand suitability controls only affect which experiences Roblox ads can be served in, not who can see an ad. Per its advertising standards, no users under the age of 13 are served Roblox ads, but some advertisers may choose to be more restrictive on the types of experiences that are suitable for their brand and ad campaign objectives.

Therefore, ad demand and earnings could vary based upon an experience’s age recommendation. However, Roblox has said its commitment is unchanged – it wants to make sure that all suitable experiences on the platform have the chance to monetise through immersive ads.

On Roblox, advertisers can choose between three tiers for their ad inventory called: Full, Standard and Limited. Full allows ads served in experiences with all gges, 9+, 13+, and 17+ age recommendations; Standard sees ads served in experiences with all ages and 9+ age recommendations and Limited has an across the board all ages recommendation.

These three tiers are consistent with how the advertising industry enables advertisers to control for brand suitability.

A spokesperson for Roblox said these updates are part of the company’s ongoing commitment to continue scaling and meet the growing interest in its partnerships and ads ecosystem to ensure brands are getting the most out of partnering with the platform.

Highlighting this increasing interest, music artists Olivia Rodrigo and Nicki Minaj and sports league, the NBA, recently launched persistent immersive shopping experiences on Roblox, allowing fans to wear digital fashions and accessories from their favourite singers, teams and brands – creating revenue opportunities for platform patterns not otherwise available in real life.