Roblox and Google Team Up to Revolutionize Targeted Ads for Gen Z

Google Ad Manager now enables brands to tap into Roblox's immersive formats and young audience by offering high-engagement rewarded video ads.

A Strategic Alliance Between Roblox and Google

Digital titan Google has recently unveiled a partnership with the renowned gaming company, Roblox. This collaboration allows advertisers to purchase and broadcast innovative advertising formats on a large scale, such as rewarded video ads unique to Roblox.

A Revolution in Advertising on Roblox

Marketers aiming at Roblox’s predominantly young audience can now utilize Google Ad Manager for their advertising purchases. This includes the Rewarded Video format, which can be acquired either directly or programmatically, enabling brands and agencies to reach the “tens of millions” of Gen Z users who actively engage with the service daily.

In-Game Rewards for Users

The new advertising option on Roblox provides game developers on the platform with more opportunities to monetize their creations. Additionally, it offers players new ways to earn benefits within their games. “With rewarded video ads, Roblox users watch up to 30 seconds of fullscreen video ads in Roblox games and receive benefits the game creator decides to offer”, the company explains. These ads have been tested and show a completion rate of over 80%.

A Sizable Audience: Generation Z

In the advertising world, Roblox proves to be a significant platform to reach Generation Z, individuals aged 13 to 28. Notably, a 2024 Piper Sandler survey of 13,515 teenagers with an average age of 15.8 years showed that active Roblox usage had risen to 46% in the fall of 2024, up from 34% in the spring.

Roblox’s Perspective

Stephanie Latham, Vice President of Brand Partnerships and Advertising at Roblox, emphasized that this alliance aligns with the company’s commitment to removing barriers for brands and agencies that quickly realize the immense potential of immersive gaming platforms like Roblox, where Generation Z is increasingly spending their time.