Roblox, Google expand partnership to power immersive gaming ads for Gen Z

Immersive advertising continues to gain momentum across the gaming sector as brands look for new ways to reach younger audiences who spend increasing amounts of time in interactive digital environments. Roblox has expanded its partnership with Google to roll out Rewarded Video ads, letting users watch up to 30-second spots in exchange for in-game rewards.Gen Z is watching: On Roblox, more than 85.3 million daily active users devote an average of 2.4 hours per day to the platform, with over 61% being 13 years or older. This large Gen Z user base has made Roblox a focal point for advertisers seeking deeper engagement, mirroring a broader industry shift toward formats that blend entertainment with commerce. Early tests showed Rewarded Video completion rates above 80%, and in certain game experiences, beyond 90%.Simplifying ad placement: By leveraging Google’s AdMob and Ad Manager, the programmatic and direct purchasing options for immersive ads are expected to scale rapidly, offering still, video, and 3D placements that aim to embed commercials seamlessly within gaming environments. “This new format is a win-win-win for brands, creators, and users, and we’ve been excited by the early results of our tests which have proven this out,” Roblox’s Vice President of Global Brand Partnerships and Advertising, Stephanie Latham, said in the company announcement.She added that the collaboration with Google lowers barriers to entry for agencies looking to engage a highly active online community. Developers on Roblox also stand to benefit from increased demand for immersive ad inventory, potentially boosting revenue streams that can fuel further content creation.Positive feedback: Ongoing research suggests that user reception to Rewarded Video ads is strong: 85% of Roblox users appreciated being given rewards by brands, and 87% registered a favorable opinion of the ad format. Brands like Beetlejuice Beetlejuice have already experimented with Roblox’s Premium Home ad unit, which can grant takeover visibility on the platform’s home page for a 24-hour period.Sign of the times: Google is also extending immersive ad opportunities to publishers looking to embed content in ways that feel intrinsic to gameplay, enabling ads to appear on billboard-like structures or in sponsored zones. With additional measurement tools from Cint, DoubleVerify, IAS, Kantar, and Nielsen, the aim is to maintain accountability and transparency as Roblox and Google scale their immersive advertising initiatives.