Roblox revamps ad rules and plans 2027 revenue‑share model

• Roblox will introduce a new revenue‑sharing system for in‑experience brand deals in 2027.
• The company is also rolling out stricter ad‑classification rules and moderation requirements.
• Age‑based restrictions and new labeling tools aim to make advertising more transparent across the platform.

Roblox is preparing a significant shift in how advertising operates on its platform, outlining a new framework that will reshape creator–brand collaborations and introduce a revenue‑sharing model beginning in January 2027. The company says the changes are intended to bring more consistency to pricing and measurement, addressing what it describes as a long‑standing lack of transparency in brand integrations. While Roblox has historically allowed creators to negotiate flat‑fee deals directly with advertisers, the upcoming system will give the platform a share of revenue from these partnerships. According to Roblox, this approach is meant to align its ad ecosystem with broader digital media standards and ultimately support more sustainable creator earnings.

The announcement follows a period of expansion for Roblox, which has been moving beyond its gaming roots to position itself as a broader digital environment for social interaction, commerce and advertising. Over the past year, the company introduced new ad formats and partnered with Google to strengthen its early‑stage advertising business. These efforts reflect Roblox’s ambition to attract more brand spending by offering clearer metrics and more predictable campaign structures. As part of this transition, the company is still working with creators to finalize the specifics of the revenue‑share model and expects to provide additional details in the second quarter.

New rules for classifying and moderating ads

Beginning May 4, Roblox will implement updated guidelines that define what qualifies as advertising on the platform. Under the new rules, any content that includes compensation from a brand or promotes products outside the Roblox ecosystem will be treated as an advertisement. This classification applies even when the promotional element is embedded within a creator‑built experience rather than delivered through a traditional ad format. Roblox says the goal is to ensure that users can clearly identify when they are engaging with commercial content.

Creators will also face new procedural requirements before launching branded campaigns. They must register all advertising integrations with Roblox and submit related assets for moderation prior to going live. The company plans to introduce ad‑labeling tools directly within Roblox Studio, enabling creators to mark promotional content more easily. These labels will also give users the ability to report ads they find inappropriate or intrusive, adding an additional layer of oversight to the system.

Age‑appropriate advertising restrictions

Roblox’s updated framework includes specific protections for younger users, particularly those under the age of 13. Certain categories of advertising—such as food, cosmetics, pharmaceuticals and financial services—will be prohibited for this age group. Rewarded advertising formats, which offer users incentives in exchange for viewing or interacting with ads, will also be restricted for younger audiences. Roblox says these measures are designed to maintain a safer environment for children while still allowing brands to reach older users in a controlled manner.

The company’s approach reflects ongoing scrutiny of advertising practices on platforms with large youth audiences. By tightening its rules and adding clearer labeling, Roblox aims to reduce ambiguity around commercial content and give parents more confidence in how ads appear within the platform. These changes also align Roblox with broader industry trends toward more transparent and age‑sensitive advertising standards.

Preparing for a more structured ad ecosystem

The shift toward revenue sharing marks a notable departure from Roblox’s previous hands‑off approach to brand deals. Historically, creators negotiated directly with advertisers, often without consistent benchmarks for pricing or performance. Roblox argues that this led to a “race to the bottom,” where creators accepted lower fees due to limited visibility into market rates. By introducing a model that scales similarly to other digital media platforms, the company hopes to create a more predictable environment for both creators and brands.

Roblox’s evolving strategy suggests that advertising will play an increasingly central role in its long‑term business model. As the platform continues to diversify beyond gaming, structured ad systems may help it compete more directly with established digital media ecosystems. The company’s emphasis on measurement, transparency and safety indicates a desire to balance monetization opportunities with user trust.

Roblox’s push into advertising mirrors a broader industry trend in which gaming and virtual‑world platforms are becoming attractive destinations for brand engagement. Companies such as Fortnite and Minecraft have also experimented with branded experiences, signaling a growing interest in immersive advertising formats. As these environments mature, standardized measurement and clearer rules may become essential for attracting larger marketing budgets.