Roblox Corp. is restructuring how advertising operates on its platform and will start collecting a portion of revenue from sponsorships within games as part of the change. The company will implement new guidelines beginning May 4 that aim to clarify which content on the platform should be classified as advertising.
According to an internal memo the company shared, content will be labeled as advertising if it includes compensation from a brand or if it promotes a product that exists outside the Roblox platform. The move is intended to create a clearer line between organic game content and paid promotion.
The updated guidance also imposes age-based limits on certain ad categories. Ads for sectors such as pharmaceuticals and financial services will not be permitted for users under the age of 13. In addition, players in that under-13 group will be excluded from participating in advertising formats that provide rewards for playing or watching content.
Roblox said that by creating standardized rules, pricing and measurement for advertising on the site, it can make the platform more attractive to brands and encourage higher levels of investment. Executives have for years identified various ad formats - including video ads, virtual billboards and branded items or games - as possible sources of revenue for both Roblox and the developers who create experiences in its ecosystem.
Some third-party developers have previously earned significant sums from producing branded items for games. As part of the policy shift, Roblox will begin taking a share of sponsorship revenue in games in January. The company noted it is still finalizing the specifics of that revenue-sharing arrangement and intends to provide more details later in the second quarter.
The policy update seeks to balance clearer advertiser access and measurement with protections for younger players through categorical and format restrictions. Details on pricing, measurement standards and exact revenue-share terms remain limited until Roblox releases further guidance in the coming months.