Rewarded Video Ads Are Here: What Roblox's Google Partnership Means for Developers, Advertisers, and Investors

David Statter
Apr 2
4 min read

Roblox Just Pressed 'Play' on the Future of Advertising

Imagine a world where advertising doesn’t interrupt your experience. Instead, it enhances it. That’s exactly what Roblox is now offering with the launch of Rewarded Video ads, a feature that lets players opt in to watch up to 30 seconds of video in exchange for in-game rewards.

This isn’t just another ad format. It’s a game-changer. And with Google now powering its programmatic delivery, the move marks a pivotal moment not only for developers and brands but also for investors tracking the platform’s revenue evolution.

As Roblox Devs, we have long borrowed from the playbook of mobile free-to-play games, blending accessible experiences with smart monetization. But instead of copying the worst habits, like forced ads that interrupt flow, Roblox is doubling down on what actually works: opt-in rewards that give players value and give designers another lever to deepen engagement.

This blog post breaks down what this means for each key audience.

Here's why everyone should be paying attention.

For Developers: Monetization That Works With Your Game, Not Against It

Earn More Without Breaking Immersion

In the past, monetization often meant compromise: Clunky placements, forced interstitials, or awkward sponsorships were common. Now, Rewarded Video Ads offer something better: value exchange. Players opt in to watch a full-screen ad, and in return, they receive meaningful in-game rewards that you, the developer, control.

Whether it’s a power-up, rare item, or currency boost, you get to decide how it enhances the player experience, and players get to decide if they need that in exchange for watching an ad. Either option results in a longer play time for you.

Designed for Retention, Not Just Revenue

The early results are impressive. Over 80% completion rates, with top games pushing beyond 90%. Players aren’t skipping. They’re engaging. Why? Because the ads feel like part of the game rather than a barrier to it. Done right, these placements can increase playtime, boost loyalty, and reduce churn.

If you're exploring how to monetize a Roblox game with ads, Rewarded Video provides a low-friction, high-engagement option that players actually enjoy.

Seamless Integration with Familiar Tools

Thanks to Roblox’s integration with Google Ad Manager, this isn't some janky beta feature. Developers can expect streamlined onboarding, scalable earnings, and robust measurement. Meanwhile, Roblox handles the ad delivery and compliance side.

This feature opens new pathways to earn Robux with video ads in games, rewarding both creators and players for their engagement.

This isn’t just an ad. It’s a feature you can build around — one that can be woven directly into your game’s core loops. When players see value in watching, and you see value in what they do next, ads stop feeling like a bolt-on. They become part of the design.

For Advertisers: Meet Gen Z Where They Play

Programmatic at Platform Scale

For marketers asking how to advertise on Roblox with Google, the platform now supports programmatic and direct buying through Google Ad Manager, making it possible for brands and agencies to buy immersive Roblox inventory just like they buy YouTube or mobile video.

Purchases can be made directly or programmatically. There’s no need for a new stack or experimental risk. Just seamless access to tens of millions of daily Gen Z users, with 61% of them over the age of 13 and eligible to view ads.

Serious Measurement, Serious ROI

Roblox isn’t cutting corners. New partnerships with DoubleVerify, IAS, Kantar, Cint, and Nielsen mean advertisers gain access to full-funnel metrics:

Brand safety and viewability
Brand lift (awareness, favorability, purchase intent)
Deduplicated cross-platform reach

Your Roblox spend doesn’t sit in a silo. It integrates into your broader media strategy and delivers meaningful results.

A Format Gen Z Actually Likes

This might be the most surprising stat: 87% of players say they have a favorable opinion of Rewarded Video ads. In a world where most users are trying to block or skip ads, that’s almost unheard of.

Early data on Roblox Rewarded Video ad effectiveness shows over 80% completion rates, with top games achieving 90% and higher.

These ads don’t intrude. They empower. That’s a branding moment worth paying for.

For Investors: Are Roblox’s Rewarded Video Ads Their Next Big Revenue Engine?

From User Growth to Revenue Per User

Roblox already dominates Gen Z engagement. The next step is clear: monetize that engagement without alienating users.

This rollout is a key milestone in Roblox’s advertising revenue strategy for 2025, signaling its ambition to scale ad-driven income across the platform.

Rewarded Video is the first format in Roblox’s immersive ad suite to deliver scaled, measurable performance. It converts. It retains. And it monetizes engagement without compromising experience quality — a rare trifecta in Gen Z platforms.

The Platform Flywheel Gets Faster

More advertiser demand means more developer revenue. That leads to more engaging content, which keeps users on the platform longer. And that in turn fuels more advertiser demand.

This is not theoretical. With Google and top SSPs like PubMatic supporting the rollout, the ecosystem has everything it needs to mature into a multi-billion-dollar ad marketplace.

Long-Term Signals: Roblox Is Becoming a Media Powerhouse

Between this ad expansion, premium home takeovers, sponsored experiences, and upcoming commerce integrations, Roblox is evolving far beyond its roots as a game engine. It is fast becoming a fully-fledged immersive media platform.

That means diversified revenue streams and increasing brand stickiness, both of which are critical components of any strong investment thesis.

🔮 Final Take: This Is Roblox's YouTube Moment

What YouTube did for video creators, Roblox is now doing for experience creators. By embedding monetization directly into the player journey, the platform is aligning incentives across users, developers, and advertisers. Google’s partnership marks a structural shift.

This is not a small experiment. It’s a new foundation.

If you're a developer, now’s the moment to build your ad loop before competitors crowd the feed. If you're a brand, test Rewarded Video while CPMs are still in your favor. And if you're an investor, stop thinking of Roblox as just a game engine. It's becoming the world’s most immersive media platform, and this is your early signal.