Rewarded Video Ads on Roblox: Gen Z’s New Gateway to Non‐Intrusive Brand Engagement

Roblox has just introduced Rewarded Video ads, 30‑second full‑screen videos that players can opt into watching in exchange for in‑game perks like boosts or virtual currency.

This comes through a strategic partnership with Google, integrating seamlessly via Google Ad Manager and programmatic buying. Early tests show over 80% completion rates, with some experiences exceeding 90%, signaling strong player appreciation for this exchange model.

A Win-Win-Win Model

Players gain immediate, tangible value without interrupting gameplay.
Brands access an engaged audience of Gen Z users, Roblox reported 85 million DAUs as of December 2024, with measurable results via third-party tools.
Creators keep their experience intact and are rewarded through creator revenue shares for implementing rewarded ads.

Scalable and Measurable Marketing

By hooking into Google Ad Manager, Roblox lowered the barrier for brand adoption. Advertisers can now easily place rewarded videos, and soon billboards and homepage ads, as part of a cohesive omnichannel strategy. Partnerships with Cint, DoubleVerify, IAS, Kantar, and Nielsen ensure campaign transparency through brand-safety compliance, viewability metrics, and brand-lift data.

Why This Matters

Traditional ads in games often disrupt immersion. Rewarded ads, however, put control in the player's hands, breaking through ad fatigue while preserving experience quality. As Scott Sheffer of Google put it, immersive ads must enhance, not detract from gameplay.

For marketers, this represents a new frontier: high completion rates, measurable impact, and access to a massive Gen Z audience without sacrificing brand image.

Takeaways

• Opt‑in Ads Win: Players who choose to watch ads are far more receptive.

• Immersive, Not Interruptive: Ads should integrate into gameplay, preserving flow.

• Data‑Driven Advertising: Measure ad effectiveness with third‑party tools for transparency.

• Monetization for All: Players, creators, and brands all benefit from rewarded ad structures.

Roblox's collaboration with Google proves that advertising can be valuable, welcome, and effective when integrated thoughtfully. It's a template for monetizing engagement in a player-first way.

Want to explore how rewarded or immersive ads could fit your marketing strategy? Reply to this email, I’d be happy to help build a plan that resonates.

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