Roblox Introduces Rewards for Watching Advertisements

The popular online gaming platform Roblox has unveiled a new advertising format that incentivizes players to watch advertisements by offering in-game rewards. This initiative, known as Rewarded Video Ads, allows players to voluntarily view promotional videos in exchange for various in-game bonuses.

According to information released by the Roblox development team, these Rewarded Video Ads can last up to 30 seconds and are displayed in fullscreen mode. Players who watch the entire video will receive tailored in-game benefits, which are also determined by the developers of the respective Roblox games. Initial testing has shown that over 80% of players fully engage with these advertisements, and this figure rises to 90% when particularly appealing rewards are on offer, such as power-ups or in-game currency.

Roblox, which attracts more than 80 million daily users, has identified Generation Z as its primary audience for these advertisements. Stephanie Latham, the advertising manager at Roblox, emphasized the platform's role in bridging gaps for brands and agencies eager to tap into the potential of immersive gaming experiences where this demographic spends a significant amount of time. To facilitate the ad distribution, Roblox is collaborating with Google, and viewers must be at least 13 years old to access the ads.

Despite its popularity, Roblox has faced criticism in recent years regarding its safety measures, particularly concerning the exposure of young users to inappropriate content, including violence and hate speech. The platform has also been targeted by malware attacks, raising concerns about security and user protection.

This new advertising strategy is seen as a means for game developers within the Roblox ecosystem to generate revenue while providing players with engaging content that enhances their gaming experience.