Roblox Overhauls Ad Policies, Plans 2027 Revenue Share

Roblox, the popular videogame platform, announced on Friday a major overhaul of its advertising policies, including plans to take a share of revenue from in-game brand deals starting in January 2027. The changes, detailed in a post on the company's developer forum, aim to attract more investment from brands while boosting earnings for content creators. The platform, which serves millions of users worldwide, has been positioning itself as more than just a gaming space, evolving into a center for e-commerce, social interaction and advertising.

Under the new framework, Roblox will classify content as an advertisement if it involves compensation from a brand for featuring products within a creator's experience or if it promotes items available outside the platform. This broader definition seeks to standardize what qualifies as promotional material. Starting May 4, creators must register all advertising integrations with Roblox prior to launch and submit assets for moderation to ensure compliance. The company will also add advertising labels directly into its Studio development tool, enabling users to flag unwanted ads.

To protect younger audiences, Roblox prohibited rewarded...