Roblox is gearing up to introduce 30-second Rewarded Video ads—and the plan is to give players who opt in to watch them things like power-ups and in-game currency. 

Early tests of this model look very promising. On average, more than 80% of viewers sat through the ads, and some scored completion rates as high as 90%. An audience study that Roblox conducted with Latitude to generate feedback about this new program also found that users largely considered the ads to be additive to their experience on the platform. Most (85%) said they appreciated brands giving them rewards, and 87% were left with a favorable impression of the Rewarded Video format. 

Roblox brands and agencies can purchase these ads programmatically through Google’s suite of ad solutions, including Google Ad Manager. And direct buys will become available in the coming weeks, according to Roblox. The goal with Rewarded Video is to meet a demand from advertisers for more immersive adverting options.  

Roblox is aiming to give brands a new way to reach its tens of millions of Gen Z users. As of Q4 2024, more than 61% of the platform’s 50 million-plus daily active users were over the age of 13 and thus eligible to view ads. This also opens up another monetization stream for creators. 

In other Roblox news, the company has just rolled out some new safety features for kids under age 13. Parents are now able to block their kids from certain games and experiences, and from connecting with their friends. And Roblox start providing parents with information about which games their kids are playing, and how long they’re engaged with each one.