Mar. 20 at 6:36 PM
Roblox will begin taking a share of in-game sponsorship revenue as part of a major overhaul of its advertising policies. Starting May 4, the company will clarify what qualifies as an ad: any content involving brand compensation or promoting off-platform products.
Ads in sensitive categories (e.g., pharmaceuticals, financial services) will be restricted for users under 13, who also won’t be eligible for reward-based ad formats. Roblox aims to standardize policies, pricing, and measurement to make the platform more attractive and scalable for brands.
Advertising has been a strategic focus for over four years, with formats like video ads, billboards, and branded items/games seen as key monetization drivers for both Roblox and developers. Some creators have already earned significant income from branded content.
The company plans to implement its revenue share on sponsorships starting in January, with further details expected later in Q2.
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