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Starting in 2027/ Roblox plans changes to advertising and revenue sharing

2026-03-21 20:33:00, Tech CNA

Starting in 2027/ Roblox plans changes to advertising and revenue sharing

Video game platform Roblox has said it will take a share of revenue from in-game brand deals starting next year, as part of a broader overhaul of its advertising policy designed to attract more dollars from brands and boost creators' profits.

The company has expanded beyond gaming to transform its platform into a hub for e-commerce, socializing and advertising, and had announced a new ad format and a partnership with Google last year to grow its new advertising business.

The revenue sharing, which takes effect in January 2027, aims to end what Roblox called a "race to the bottom" in pricing caused by a lack of standard measurement and pricing transparency.

Roblox is still finalizing details with creators and will share more in the second quarter. The company also said that starting May 4, age-appropriate ad formats will be allowed on its platform.

Under this framework, creators will be required to register all ad integrations with Roblox before campaigns go public and submit assets for moderation. It will also introduce new ad labels applied directly to its Studio tool, allowing users to report unwanted ads.

Roblox said that ad formats with rewards and certain brand categories, including food, cosmetics, pharmaceuticals and financial services, would be banned for users under the age of 13. /CNA





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