Roblox Overhauls Ad Policy, Sets 2027 Revenue Share

Roblox Announces Major Advertising Policy Overhaul

Videogame platform Roblox has announced a significant overhaul of its advertising policies, which includes the introduction of a revenue-sharing model for in-game brand deals. The new system is scheduled to take effect in January 2027 and is part of a broader strategy to attract more advertisers and increase earnings for creators.

Overview of the Strategic Shift

Roblox is actively expanding its platform beyond gaming to become a comprehensive hub for e-commerce, social interaction, and advertising. The company stated the new revenue share model is designed to end the current 'race to the bottom' on pricing, which results from a lack of standardized measurement and price transparency in flat-fee deals. By creating a structure that scales like traditional media, Roblox aims to help brands measure and value advertising integrations more effectively.

Impact on Creators and Advertisers

Starting May 4, new rules will require creators to register all advertising integrations with Roblox and submit creative assets for moderation before campaigns launch. The platform will also introduce new ad labels and reporting tools for users. For advertisers, the changes bring clearer metrics and a more structured environment. However, new restrictions will apply, prohibiting rewarded ad formats and certain categories like food, cosmetics, and financial services for users under the age of 13.

Summary and Future Outlook

This policy overhaul signals Roblox's commitment to building a mature and scalable advertising business. While the revenue-sharing model is three years away, the immediate changes to ad registration and content moderation will reshape the creator and brand ecosystem. The company plans to share more finalized details with creators during the second quarter, indicating a period of transition and adjustment for the platform's stakeholders.

FAQ

Q: When will the Roblox revenue share model be implemented?
A: The revenue share model is scheduled to become effective in January 2027.

Q: What new requirements will creators face for advertising?
A: Creators must register all advertising integrations with Roblox and submit campaign assets for moderation before they go live.

Q: Are there new advertising restrictions for younger users?
A: Yes, advertisements in categories such as food, cosmetics, pharmaceuticals, and financial services will be prohibited for users under 13.

Source: Investing.com