Roblox to Share Ad Revenue with Creators

Videogame platform Roblox is set to implement a significant overhaul of its advertising policies, introducing a revenue-sharing model for in-game brand deals effective January 2027. This strategic shift aims to foster a more transparent and equitable advertising market, addressing the current lack of standardized measurement and pricing that has limited creator earnings.

Roblox announced that this revenue share will help brands better report, measure, and value advertising integrations, aligning them with other scaled media formats. The company is finalizing these details with creators and plans to share further information in the second quarter. Additionally, starting May 4, Roblox will permit age-appropriate advertising formats on its platform, defining content as an ad if it involves brand compensation or promotes off-platform products.

Under the new framework, creators must register all advertising integrations with Roblox for moderation, and new advertising labels will be introduced in the Studio tool. Certain ad formats and categories, including food, cosmetics, pharmaceuticals, and financial services, will be prohibited for users under 13.