The popular online gaming platform Roblox is looking to dive deeper into programmatic advertising. Learn more about the gaming giant’s latest initiative to boost in-game advertising.
In-game advertising is nothing new, but we might be about to see more as one of the biggest online gaming platforms looks to step up its programmatic advertising game.
Roblox is ramping up its programmatic advertising and in-game advertising efforts. After a period of testing and research, Roblox is implementing some new improvements to its Partner Program.
Specifically, it is shifting the responsibility of selling in-game advertising inventory from developer partners to programmatic vendors. When the Roblox Partner Program was introduced back in 2023, it included a commission-based system, incentivizing the direct selling of in-game ads to advertisers’ clients. This wasn’t as effective as advertisers or the company itself needed it to be.
Most developers in the Partner Program opted to focus on custom-brand virtual reality (VR) and augmented reality (AR). This didn’t leave a lot of room for in-game advertising on Roblox, with companies focussing on the more profitable venture of building custom Roblox worlds for advertising purposes. With the company’s strategy failing, it was time to pivot. And pivot they have.
Programmatic and in-game ad changes are underway at Roblox
Earlier this year, Roblox took considerable steps forward, boosting its in-game advertising strategy with programmatic ads for online games.
The Head of Immersive Media Solutions for Roblox, Ashley McCollum, announced in May that Roblox’s video advertising platform was now open to programmatic demand. Specifically, buyers could now place programmatic video ads on virtual billboards within Roblox’s immersive environments.
The online gaming platform also announced efforts towards increasing its staff and resources to improve its ongoing advertising efforts. Specifically, the company looks to improve its brand lift measurement through new partnerships. It is also looking to add several ads-focused roles as well as software and engineering positions to build better ad offerings and tools.
Roblox also announced changes to its Partner Program, helping brands feel more comfortable spending their hard-earned ad budgets on its platform. This includes a badging system that will more clearly delineate the specific skills and focus of each brand enrolled in the Roblox Partner Program.
Notably, Partner Program members will not be responsible for selling programmatic media on Roblox. Brands and agencies need to work directly with Roblox and PubMatic for programmatic media buying on the platform. Partner Program members can, however, run other types of advertising via Roblox’s Ads Manager tool.
Not only is Roblox boosting its programmatic footprint, but it also announced a new partnership with British multi-communication company WPP as part of a joint development of a certification program. This program is intended to help marketers become adept at Roblox advertising. Roblox will also form an advisory council to help develop measurement standards for its 3D in-game advertising inventory and client sprint days, connecting Roblox community creators with developer studios and interested marketers.
These efforts are a step towards enhanced and sustainable in-game advertising from Roblox. Stay tuned to see what else is in store for Roblox and how its 2024 initiatives will impact in-game advertising in 2025.
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