[🆕🇩🇪] Roblox partners with Google to scale immersive ads

(Image Source: blog.google/)

In a bold move to revolutionize in-game advertising, Roblox and Google have announced a new partnership to scale immersive ad formats, including Rewarded Video ads, via Google Ad Manager and AdMob. The collaboration, unveiled at IAB Playfronts, is set to open doors for brands and agencies to connect with Roblox’s Gen Z-heavy audience using non-disruptive, opt-in ad experiences.

What the Roblox Google immersive ads partnership means

At the heart of the partnership mentioned on Google’s official blog and in Roblox’s newsroom is the launch of Rewarded Video ads, which allow players to voluntarily watch full-screen, 30-second ads in exchange for in-game rewards like power-ups or digital currency. Early test results show completion rates over 80%, with some experiences surpassing 90%.

This format not only boosts engagement but offers value-driven advertising that respects the user experience—an essential factor for platforms where traditional ads often fall flat.

“This new format is a win-win-win for brands, creators, and users,” said Stephanie Latham, VP of Global Brand Partnerships at Roblox. “Our partnership with Google makes it very easy to buy these engaging ads and reach key audiences at scale.”

Why Google Ad Manager changes the game

The integration into Google Ad Manager allows advertisers to buy Roblox ad inventory programmatically or directly, using familiar tools. Brands no longer need custom solutions to access Roblox’s ad formats—they can now scale quickly and efficiently using the same pipelines they already trust.

This is part of Google’s broader immersive ads expansion, which now includes video formats and supports more publishers through Ad Manager and AdMob. Roblox becomes a flagship platform in this rollout.

“Gamers are deeply engaged, and traditional ads often disrupt the experience,” said Scott Sheffer, VP of Sell-Side Monetization at Google. “Rewarded Video strikes a balance by offering value and relevance without interrupting gameplay.”

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Targeting Gen Z where they live and play

Roblox has a massive Gen Z footprint, with 85.3 million daily active users, the majority over age 13. This makes the platform a prime opportunity for marketers looking to connect with younger audiences in environments they actively enjoy and engage with.

By leveraging Google Ad Manager, advertisers can:

• Reach millions of daily active Gen Z users
• Run immersive, measurable campaigns
• Maintain brand safety and transparency

Robust measurement and brand safety tools

To support advertiser confidence, Roblox has partnered with leading measurement and analytics firms:

• Cint – brand lift studies
• DoubleVerify & IAS – media quality, fraud detection, brand suitability
• Kantar – campaign ROI and behavioral metrics
• Nielsen – cross-platform reach and frequency via Nielsen ONE Ads

These integrations ensure advertisers can track performance, optimize spend, and evaluate brand outcomes within Roblox’s unique ecosystem.

Empowering Roblox creators

For the Roblox creator community, this development unlocks new monetization channels. Developers can integrate Rewarded Video ads directly into their experiences, increasing user value while earning revenue without disrupting the flow of gameplay.

Roblox has also committed to bringing additional formats like:

• Billboards (formerly video/image ads)
• Sponsored Experiences
• Premium Home Ad Units (24-hour homepage takeovers)

These options, soon available through Google Ad Manager, will offer brands unprecedented access to immersive real estate inside the Roblox metaverse.

Looking ahead: From ads to immersive commerce

This partnership reflects a broader shift toward commerce-driven immersive environments. Roblox’s roadmap includes deeper integrations where brand awareness can seamlessly lead to purchase intent and action, blurring the lines between play and shopping.

From movie releases like Beetlejuice Beetlejuice to fashion giants like Gucci, the platform is proving to be a versatile canvas for brand storytelling.

Final thoughts

The Roblox Google immersive ads partnership is a milestone in gaming and advertising. It merges Roblox’s creator-first platform with Google’s advertising scale, offering brands, users, and creators an integrated, value-rich approach to advertising in the metaverse.

With immersive formats, trusted measurement partners, and programmatic accessibility, this partnership sets the gold standard for reaching Gen Z where they are most engaged – inside the experiences they love.

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