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The initiative has since moved beyond its initial beta phase. In January 2026, Roblox said Rewarded Video was available in more than 400 experiences, used by more than 1,000 brands, and producing completion rates above 90% and viewability above 95%. Those figures are Roblox-reported product claims, not independent industry benchmarks.
What Roblox launched in April 2025
Roblox announced Rewarded Video Ads on April 1, 2025, at IAB PlayFronts. The launch combined four pieces:
- A new opt-in video advertising format for players.
- In-game rewards supplied by participating creators.
- Direct and programmatic buying options for brands and agencies.
- An expanded advertising relationship with Google, centered on Google Ad Manager.
Roblox said the product would become available “in the coming weeks,” so the announcement was a launch declaration rather than proof that the format was instantly available in every market or experience. The company later described Rewarded Video as being in beta during its second-quarter 2025 shareholder update.
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- Roblox is an immersive platform for connection and communication. Every day, millions of people come to Roblox to create, play, work, learn, and connect with each other in experiences built by our global community of creators.
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- Deck out your avatar and unlock additional perks in your favorite experiences when you use Roblox Gift Cards to purchase Robux (Roblox's virtual currency).
- Each gift card grants a free virtual item upon redemption.
Read the original Roblox announcement for the launch details.
How Rewarded Video works
A player chooses to start the ad through a clear in-game action. The video then plays full-screen for between 6 and 30 seconds under Roblox’s current Creator Hub documentation. After a successful completion, the player receives an in-game item or benefit selected by the creator.
The reward must be implemented as a Roblox developer product. It cannot be Robux. Creators must also avoid placing the ad where it could expose the player’s character to danger, interrupt time-sensitive gameplay, or become a mandatory progression gate.
A typical implementation might offer a button such as “Watch a video to receive 10 diamonds.” The player can decline by doing nothing or closing the prompt; the format is intended to be voluntary. However, repeated prompts, poorly balanced rewards, or competitive advantages can still make an ostensibly optional ad feel coercive.
What it is not
- Billboard Video: an in-world video or display placement, rather than a player-initiated reward exchange.
- Sponsored Experiences: branded destinations or custom Roblox experiences.
- Homepage and search placements: promotional inventory outside the core rewarded-video interaction.
- Independent creator-brand integrations: custom partnerships arranged separately from the standard Rewarded Video product.
Roblox’s advertiser-facing platform describes Rewarded Video as an opt-in format in which users exchange attention for in-game currency or items, while Billboard Video is designed for in-world visibility.
What Google changes
Google is not simply “running Roblox ads.” The announced role of Google Ad Manager is to provide publisher-side ad-management and programmatic infrastructure that can connect Roblox inventory with buying workflows and demand sources already used by advertisers.
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- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
That matters because a brand may be able to extend an existing video campaign to eligible Roblox inventory instead of building an entirely separate buying process. Roblox described both direct buying and programmatic buying, with Google Ad Manager acting as a central part of the supply and demand connection.
The announcement also linked Roblox to Google’s broader immersive-advertising initiative. Roblox said Google had added video formats in Google Ad Manager and AdMob and that Roblox was among the early companies participating in Google’s Immersive Ads beta.
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The ad-tech roles should remain distinct:
- Google Ad Manager: publisher-side ad-management and programmatic infrastructure.
- DSPs: tools advertisers and agencies use to buy media.
- SSPs and exchanges: infrastructure that helps publishers make inventory available to buyers.
- Roblox Ads Manager or direct buying: Roblox’s own or managed commercial routes.
The relationship also expanded after the original announcement. In January 2026, Roblox named Amazon DSP and Liftoff on the demand side, plus Index Exchange, Magnite, and PubMatic on the supply side. Google remained the “foundational” partnership cited by Roblox, but it was no longer the only programmatic route named by the company. See Roblox’s January 2026 advertising update.
Who benefits—and what can go wrong?
Players
The value proposition for players is straightforward: voluntarily watch a short video and receive something useful in the experience. That can be a clearer exchange than an unsolicited interruption, particularly when the reward is cosmetic, temporary, or helpful without deciding the entire outcome of a game.
The trade-offs are equally important. Rewards can inflate an in-game economy, distort progression, or create pressure to watch repeatedly. Availability may vary according to age, geography, advertiser demand, inventory, and platform eligibility. Creators therefore need to treat the reward as part of game design, not merely as an advertising attachment.
Creators
Rewarded Video adds an impression-based revenue stream and may monetize players who do not buy Robux or other products. Creators can use optional boosts, consumables, cosmetics, or temporary conveniences, provided the reward is clearly disclosed and does not undermine the experience.
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- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
Roblox calculates creator earnings using EPM—earnings per 1,000 impressions—multiplied by impressions. The cited documentation does not publish a universal EPM rate, guaranteed payout, or fixed revenue share. Creators should not plan around an assumed income figure.
Advertisers
Advertisers receive an opt-in video environment within Roblox’s gaming and creator ecosystem. The format may be useful for completed views, awareness, or brand-lift studies, but a completed view is not automatically a conversion, purchase, or incremental sales outcome.
Roblox identified different measurement roles for different partners:
- DoubleVerify and IAS: media quality, fraud, brand safety or suitability, performance, and viewability.
- Cint: brand-lift studies covering awareness, consideration, and intent.
- Kantar: brand equity and behavioral outcomes such as awareness, favorability, and purchase intent.
- Nielsen ONE Ads: cross-platform, deduplicated reach and frequency measurement.
Roblox’s current advertising site also lists iSpot.tv, Nielsen, Kantar, Cint, IAS, and DoubleVerify within its broader measurement and suitability stack. These services address different questions and should not be treated as one universal verification package included in every campaign.
What the performance evidence says
Roblox’s early launch testing covered dozens of campaigns in more than 10 top experiences during February and March 2025. The company reported:
- Average completion above 80% in early tests.
- More than 90% completion in some experiences.
- A Latitude study in which 85% of surveyed Roblox users said they appreciated brands offering in-experience rewards.
- In that study, 87% expressed a favorable opinion of the format.
These were company-reported testing and survey results, not independent universal benchmarks.
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- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
In January 2026, Roblox said Rewarded Video had expanded to more than 400 experiences and more than 1,000 brands. It reported completion rates above 90% and viewability above 95%. Roblox’s current advertiser site presents 90% completion and 95% viewability as headline product metrics.
The figures should be read with their limits: the cited announcements do not establish that they represent every impression, campaign, geography, audience, or experience, nor do they provide a universal independent audit. They show how Roblox positions the product, not a guaranteed result for every advertiser.
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Under the current Creator Hub documentation, an experience generally needs to meet requirements including:
- It is public and unrestricted.
- It has no free-form user creation.
- Its Maturity and Compliance Questionnaire is completed and approved.
- It averages at least 2,000 unique visitors per month.
- The operating creator is at least 13 years old.
- The account is in good standing, has two-step verification enabled, and has a verified Roblox identity.
The experience must also use an explicit user action before the ad plays, clearly disclose the required action and reward, grant the reward immediately after completion, and avoid deceptive claims such as promises of free Robux or money. Availability to “all creators” means all ads-eligible creators, not every Roblox creator.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How creators set it up
- Open Creator Hub.
- Go to Creations and select the relevant game.
- Open Monetization → Ads → Settings.
- Under Rewarded Video → Serving, enable serving.
- Select an existing developer product or create one for the correct universe.
- Add a clear, user-triggered button or equivalent action.
- Check ad availability close to the moment the player chooses to watch.
- Use server-side logic to display the ad and grant the reward after successful completion.
- Review impressions, analytics, and impression-based earnings.
The documented client-side availability check includes:
local AdService = game:GetService("AdService")
local isAdAvailable = AdService:GetAdAvailabilityNowAsync()Availability can change, so checking far in advance can produce a poor player experience. The client may present the interface, but reward fulfillment should be authoritative on the server. A creator should not grant the reward merely because a local UI says the video started.
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![Roblox Digital Gift Card - 5,250 Robux [Includes Exclusive Virtual Item] [Digital Code]](https://m.media-amazon.com/images/I/41TsWfyqleL._SL160_.jpg)
- The easiest way to add Robux (Roblox’s digital currency) to your account. Use Robux to deck out your avatar and unlock additional perks in your favorite Roblox experiences.
- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
Common implementation failures
- Assuming an ad is always available.
- Showing a reward confirmation before successful completion is known.
- Granting rewards from client-only logic.
- Attaching a developer product to the wrong universe.
- Using Robux as the reward.
- Failing eligibility review because the maturity questionnaire is incomplete.
- Promising a reward but not delivering it immediately after completion.
- Placing the ad during combat or another situation where the character can be harmed.
Age, targeting, and safety considerations
Roblox serves a mixed-age audience, so “gaming audience” is not a sufficient safety description. Campaigns need age-appropriate creative, clear reward disclosures, and suitable targeting and measurement controls.
Roblox’s current advertiser information says programmatic targeting is available for 18+ inventory, while contextual targeting is available for all eligible users aged 13+. Advertisers should confirm the applicable rules, geography, buying path, and inventory before committing budget.
Roblox has described its advertising approach as age-appropriate and aligned with applicable child-directed advertising requirements. That is a platform policy claim, not independent legal certification. Advertisers should establish which users can receive a campaign, which demand sources can serve them, what verification applies, and how inappropriate ads are filtered.
Timeline: from announcement to scale
| Date | Development |
|---|---|
| April 1, 2025 | Roblox announces Rewarded Video Ads and the Google partnership at IAB PlayFronts. |
| Q2 2025 | Roblox says Google integration is ongoing and Rewarded Video is in beta. |
| November 2025 | Roblox announces expansion to all ads-eligible creators, according to its Developer Forum announcement. |
| January 2026 | Roblox reports more than 400 experiences, more than 1,000 brands, completion above 90%, viewability above 95%, and additional programmatic partners. |
Is Rewarded Video right for an advertiser?
The format is strongest when the goal is voluntary attention, completed video views, awareness, or an experiment within a gaming environment. Before buying, an advertiser should check:
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- Whether the campaign needs reach, completion, brand lift, or conversion.
- Whether the buying team can access the relevant Roblox inventory through Roblox, Google, or another named partner.
- Whether contextual targeting is sufficient or age and other controls are required.
- Which measurement and suitability vendors are actually included.
- Whether the creative makes sense when a player is waiting for an in-game reward.
Rewarded Video is a poor fit for long-form storytelling, guaranteed conversion objectives, products unsuitable for a young or mixed-age audience, or campaigns that require a publicly posted CPM and independently audited results before spending. Roblox’s cited sources do not publish a universal public CPM, minimum spend, or rate card.
Advertisers can start with Roblox’s Immersive Ads platform and should confirm current access and pricing through the official buying workflow. A standard self-serve Google Ads account should not be assumed to provide access to every Roblox Rewarded Video placement.
What the launch means
Rewarded Video is strategically important because it joins three interests that do not always align: players want useful rewards, creators want sustainable monetization, and advertisers want scalable, measurable attention. Google’s role helps Roblox connect that inventory to established advertising infrastructure, while later partnerships broaden the potential programmatic ecosystem.
The product’s long-term quality will depend less on the novelty of watching a short video than on execution: rewards must remain optional and economically balanced, placements must not damage gameplay, age and suitability controls must be credible, and performance claims must be interpreted with their methodology and source in view.
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