Roblox Launches Rewarded Video Ads, Partners With Google to Scale Immersive Advertising

PublishedApr 1, 2025

  • In the coming weeks, brands and agencies will be able to easily purchase our new Rewarded Video ads, which have seen high completion rates and viewability in tests.

  • Partnership with Google will enable Roblox to quickly scale Rewarded Video and other immersive ad formats to brands and agencies, where they buy their media.

  • The Roblox creator community will benefit from expanded earning opportunities and increased demand for the immersive ad formats they include within their experiences.

  • Additional partnerships with Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen will help brands and agencies effectively measure the impact of their Roblox buys.

Today at IAB Playfronts, we’re announcing that Rewarded Video ads will be available for brands and agencies to buy programmatically via Google’s advertising solutions and direct buying (Direct IO) in the coming weeks. We’re excited about this partnership with Google as a foundational element in our advertising vision, enabling Roblox to quickly scale Rewarded Video ads—and other immersive ads offerings—to meet demand from brands and agencies where it exists. Roblox is also partnering with industry leaders in media quality and performance, brand suitability, brand lift, and audience measurement, such as Cint, DoubleVerify, IAS, Kantar, and Nielsen, to enable brands to better understand the impact of their investment.

Rewarded Video ads enable users to opt in and watch up to 30-second full-screen video ads within immersive Roblox games and experiences. In return, users receive in-game benefits from the creators of these games and experiences, also known as the ad publishers. Early tests show an average completion rate over 80%, with select experiences seeing completion rates over 90%1 as users saw the value2 in rewards, such as power-ups or in-game currency, and considered these ads additive to their overall experience.

Adding Google Ad Manager to the Roblox tech stack enables us to quickly scale our immersive advertising formats to meet buyers where they buy their media. In the coming weeks, brands can easily expand their video ad buys to purchase our new Rewarded Video ad format directly and programmatically —and reach their key audiences, including the tens of millions of daily active Gen Z users3 on Roblox. For our community creators, this new product expands earning opportunities and empowers them with a new way to offer more value to users within their experiences, which can lead to deeper engagement.

Over the coming months we’ll bring more of our immersive formats, such as our Billboards (formerly video and image ads4), to Google Ad Manager. We will also connect more demand sources, including industry-leading supply-side platforms (SSPs) like PubMatic and demand-side platforms (DSPs), via Google’s Authorized Buyers solution. All ads will adhere to Roblox’s Advertising Standards5.

“This new format is a win-win-win for brands, creators, and users, and we’ve been excited by the early results of our tests which have proven this out,” said Stephanie Latham, Vice President of Global Brand Partnerships and Advertising at Roblox. “Our partnership with Google makes it very easy to buy these engaging ads and reach key audiences at scale. We are continuing to remove barriers for brands and agencies that are quickly realizing the massive potential of immersive gaming platforms like Roblox where Gen Z are increasingly spending their time.”

For Google, the partnership is part of their immersive ads expansion, having now added video formats in both Google Ad Manager and AdMob. Roblox is among the first to bring immersive ads to life in their Immersive Ads beta, while also getting the benefit of global demand for Rewarded Video ads via Google Ad Manager, so our creator community can start earning quickly.

“We’re thrilled about the potential for clients in immersive gaming, with Roblox leading the charge as the go-to platform for Gen Z connections,” said Cara Lewis, Chief Investment & Activation Officer, dentsu. “Rewarded Video is an ad format that’s not only proven its effectiveness but also offers familiar measurement tools for brands and agencies. With the ease of buying and reaching Roblox’s massive, highly engaged audience, we’re excited to see brands in our network experiment with Rewarded Video to connect with consumers in a safe and scalable way.”

New Measurement Partners

Roblox is committed to ensuring that brands can plan, measure, and verify their media investments so they can understand how immersive environments on the platform can help connect to brand outcomes. Advertisers that leverage Google’s media buying tools will be able to measure the success of Rewarded Video and other immersive ads on Roblox, alongside the rest of their investments, with Google’s proprietary measurement and brand safety tools.

Advertisers can also use third-party measurement tools, and we’re expanding our partnerships with IAS and Kantar, as well as announcing new partnerships with Cint, DoubleVerify, and Nielsen to support this rollout:

  • DoubleVerify and IAS will offer coverage across media quality and performance solutions, including fraud, brand safety and suitability6, and viewability.

  • Cint will enable brands to understand the impact of their investment through brand lift studies that measure awareness, consideration, and intent.

  • Kantar will allow brands to measure and optimize campaign ROI on brand equity and behavioral outcomes including awareness, favorability, and purchase intent metrics.

  • Nielsen ONE Ads will enable cross-platform campaign measurement, which provides deduplicated audience reach and frequency metrics.

We’re excited to see these and other partnerships expand across our range of ad formats in 2025. We’re eager to strike a balance as we continue to adopt industry standards and also influence the way the industry thinks about measuring the value of engagement in immersive gaming platforms. In these environments, users aren’t just playing. They’re also creating, discovering, and sharing—and these actions are incredibly valuable for brands to quantify.

Expanding Advertising Formats for Brands

While scaling and driving adoption of our video formats is a key focus area for Roblox in 2025, we’re also focused on building and scaling unique formats that only Roblox can deliver to help brands reach and engage the Gen Z audience on Roblox. These include a Premium Home ad unit that can act as a megaphone and enable a brand to own a whole row on the Roblox home page for a 24-hour takeover and reach a massive audience. Brands and films like Beetlejuice Beetlejuice have already leveraged this solution during its pilot phase for important brand moments. We’re also launching more engaging Sponsored Experience ads, as well as working on deeper commerce integrations that turn awareness and intent into action.

1 Roblox internal data from tests conducted across dozens of campaigns in 10+ top experiences in February–March 2025.

2 85% of Roblox users said they appreciated brands that provide them with in-experience rewards, while 87% of users had a favorable opinion of the Rewarded Video ad format on Roblox (Source: Audience impact and brand lift study with Latitude).

3 As of Q4 2024, over 61% of Roblox daily active users (more than 50 million) are over 13 years old and eligible to view ads.

4 In Q2 2024, Roblox launched video ads—now called Video Billboards—on the platform.

5 All ads on Roblox adhere to Roblox’s Advertising Standards, to ensure the safety and integrity of the Roblox platform, especially for our younger users.

6 IAS Brand Safety and Suitability prebid solutions are available for programmatically bought media via enabled DSPs.