Google and Roblox partner to transform in-game advertising with rewarded videos

Dubai: On Tuesday, Google announced an exciting new collaboration with the popular gaming platform, Roblox, which is designed to enhance advertising opportunities for brands significantly. This partnership aims to facilitate advertisers in accessing and scaling a range of immersive ad formats available on Roblox, notably utilising the platform's innovative Rewarded Video feature. By leveraging Google Ad Manager, marketers can now craft tailored advertising strategies that effectively engage Roblox's core demographic—its predominant Gen Z user base.

Roblox's Rewarded Video ads present a unique and engaging format where players can opt to watch full-screen video advertisements lasting up to 30 seconds in exchange for in-game rewards, which are defined by the developers of the games. For instance, in a game players might watch a video to earn virtual currency or special items that enhance their gameplay experience. This approach not only allows brands to connect with millions of active and engaged Gen Z users but also opens up new monetisation pathways for game developers.

The initial trials conducted with these Rewarded Video ads have shown remarkable success, with completion rates surpassing 80%, indicating a high level of engagement among users. Recent demographic insights from Roblox project that by 2025, the platform will have surpassed one billion users, solidifying its position alongside major social media giants such as TikTok, Instagram, and Facebook.

This massive user base is particularly noteworthy, as it displays a demographic trend: approximately 39.1% of Roblox users are aged 13 or younger, while 60% are above the age of 13. This shift towards an older demographic suggests an increasing spending potential, presenting brands with a strategic opportunity to engage with a broader audience and cultivate relationships with potential customers.

Moreover, Roblox emphasised that this new advertising product not only enhances the earning potential for community creators but also enriches the gaming experience for players. By offering rewards for viewing advertisements, developers can foster greater engagement and satisfaction among users, ultimately leading to a more immersive and rewarding gaming environment.

This synergistic relationship is anticipated to drive stronger connections between brands and players, paving the way for a more dynamic advertising landscape within the gaming industry. Overall, this partnership represents a significant evolution in how advertising can be integrated into gaming, creating mutual benefits for advertisers, developers, and players alike.