Roblox rewards players with in-game benefits if they watch Google ads

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Online gaming platform Roblox has teamed up with Google to offer 'Rewarded Video' ads that can now be purchased programmatically through Google's advertising solutions and Direct IO. This comes as Roblox aims to help brands reach and engage the Gen Z audience on its gaming platform.

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%. This is especially since users saw the value in rewards, such as power-ups or in-game currency, and considered these ads additive to their overall experience, according to Roblox in a statement seen by MARKETING-INTERACTIVE.

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Additionally, Roblox will be bringing more of its immersive formats, such as billboards (formerly video and image ads), to Google Ad Manager over the coming months. It will also connect more demand sources, including industry-leading supply-side platforms (SSPs) such as PubMatic and demand-side platforms (DSPs), via Google’s 'Authorised Buyers' solution. All ads will adhere to Roblox’s advertising standards.

Other ad formats on the platform include a premium home ad unit that act as a megaphone and enable a brand to own a whole row on the Roblox home page for a 24-hour takeover. According to Roblox, brands and films such as Beetlejuice Beetlejuice have already leveraged this solution during its pilot phase.

Roblox is also launching more engaging 'Sponsored Experience' ads as well as working on deeper commerce integrations that turn awareness and intent into action.

In tandem, Roblox has expanded its partnership with IAS and Kantar, as well as formed new partnerships with Cint, DoubleVerify and Nielsen. These partnerships will support the roll out by measuring the success of Rewarded Video ads and other immersive ads on the gaming platform.

Meanwhile, the new partnership is part of Google's immersive ads expansion, having now added video formats in both Google Ad Manager and AdMob. Roblox is among the first to bring its immersive ads to life. Meanwhile, the new partnership is part of Google's immersive ads expansion, having now added video formats in both Google Ad Manager and AdMob. Roblox is among the first to bring its immersive ads to life.

“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," she added.

“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 and 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," added Lewis.

Roblox first introduced video ads in November 2023. It has since been experimenting with immersive ads. According to a Roblox study, three quarters of respondents believed brands that advertise on Roblox feel innovative and unique, while 73% see brands that advertise on Roblox as category leaders.

Brands that have collaborated with Roblox on immersive ads include e.l.f. Beauty, HUGO, Walmart, Warner Bros. Pictures as well as global agencies including dentsu and Hearts & Science.

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