Google And Roblox Reshape Gaming Ads With Rewarded Videos
Google has announced a strategic partnership with Roblox to transform how brands engage with audiences through in-game advertising. By integrating Google Ads Manager into Roblox’s advertising system, brands can now launch Rewarded Video campaigns designed to reach and resonate with the platform’s vast user base—especially Gen Z.
Rewarded Video ads offer players the choice to watch up to 30 seconds of full-screen video in return for in-game incentives. These incentives—such as virtual currency or exclusive items—are set by game developers and enhance the overall gameplay experience. Consequently, this model creates a win-win situation: players gain valuable rewards while advertisers enjoy higher engagement levels.
Initial trials of these ads have already shown promising results. Completion rates exceeded 80%, signalling strong interest and willingness among users to interact with this format. As more developers adopt Rewarded Video, both monetisation opportunities and player satisfaction are expected to rise.
Unlocking a Growing, Engaged Audience
Roblox continues to grow at a rapid pace. By 2025, it is expected to surpass one billion users, placing it on par with platforms like TikTok, Instagram, and Facebook. Notably, 60% of Roblox users are now over the age of 13, a shift that broadens the platform’s commercial appeal and increases purchasing potential.
This evolving demographic signals a key opportunity for advertisers. With older users joining the platform, brands can build deeper relationships with potential customers, encouraging brand loyalty over time. Additionally, the Rewarded Video model suits this audience well—it offers value without interrupting gameplay, which enhances brand perception and engagement.
A Mutually Beneficial Ecosystem
Roblox has emphasised that this advertising model benefits all parties involved. Developers can generate revenue without disrupting the player experience. Players, in turn, gain rewards that enhance their interaction with games. Brands, meanwhile, gain access to an active and receptive audience in an immersive environment.
Ultimately, this partnership sets a new standard for how advertising can function in gaming. With clear benefits for advertisers, creators, and players, the collaboration between Google and Roblox signals the beginning of a more interactive and rewarding advertising era in the metaverse.
