On April 1, the popular gaming platform, Roblox, announced its partnership with Google to expand its advertising capabilities via Rewarded Video ads. The partnership will help brands and agencies to get access of Roblox’s wider user base while creating new monetization avenues for game creators.
According to the official blog post, Rewarded Video ads will soon be available for programmatic and direct purchases via Google’s advertising solutions. This partnership allows brands to join Roblox’s immersive ecosystem effortlessly.
Through this partnership, users can voluntarily watch up to 30-second ads in exchange for in-game rewards. The test results suggest that with average ad completion rates surpassing 80%, and some experiences exceeding 90%.
“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,” Stephanie Latham, Vice President of Global Brand Partnerships and Advertising at Roblox said. “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.”
“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,” Cara Lewis, Chief Investment & Activation Officer, dentsu said. “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.”
Roblox is also joining forces with industry leaders like Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen. This partnership will ensure that brands can effectively measure the impact of their investments.
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