Roblox has partnered with Google to bring ads into the metaverse.
👉 Background: Roblox is the online gaming platform that was released in 2006 and really took the world by storm during COVID. Since 2020, it grew from 23 million daily active users to now having more than 85 million daily active users.
👉 What happened: Roblox doesn’t produce its own games but allows developers to build games within their ecosystem. There are over 40 million games within Roblox, with each developer monetising their own game. But now, Roblox has partnered with Google to bring ads into the metaverse.
👉 What else: It means that brands can now choose to advertise on Roblox… via Google's Ad Manager. But, it’s not a banner ad or a search ad like on Google — we’re talking Rewarded Video ads.
What's the key learning?
💡Rewarded Video Ads are a type of ad format where users watch a short video in exchange for an in-game reward.
💡Think: users watching a 30-second trailer of a spicy new Hungry Jacks burger. If you sit there watching the paid actor crunch the burger, you’ll earn an in-game reward. It might be a virtual currency to buy more armour, or it might be the ability unlock an extra life.
💡This format is becoming veeeery popular, especially in mobile gaming... because it actually works. Roblox says over 80% of users complete these ads when tested because it offers value on both sides:
So, this is basically the modern equivalent of bribing kids with candy. Welcome to gaming in 2025!
Sign up for Flux and join 100,000 members of the Flux family
