Roblox Introduces Revenue Share on Brand Deals from January 2027, Launches Age-Targeted Ads May 4
Roblox will impose a revenue-sharing model on in-game brand deals from January 2027, replacing flat-fee arrangements to standardize ad pricing and boost creator earnings. The platform also launches age-appropriate ad formats on May 4 and leverages its Google partnership to expand its nascent advertising business.
1. Revenue-Sharing Model Details
Starting January 2027, Roblox will take a percentage of revenue from in-game brand deals instead of relying on flat-fee structures. This shift aims to provide standardized pricing, improve measurement and reporting, and increase overall earnings for creators.
2. Age-Appropriate Advertising Rollout
Effective May 4, Roblox will permit age-appropriate advertising formats, classifying any compensated brand feature as an ad. Creators must register integrations before launch and submit assets for moderation, with new labels applied directly within Roblox Studio to enhance transparency.
3. Restricted Categories for Minors
Rewarded ads and certain brand categories—including food, cosmetics, pharmaceuticals and financial services—will be prohibited for users under 13. This measure is designed to ensure compliance with child-protection standards and maintain a safe environment for younger audiences.
4. Google Partnership and Next Steps
Building on last year’s collaboration with Google to grow its ad business, Roblox expects this ad-policy overhaul to drive increased brand spending. Final details on revenue splits and policy enforcement will be shared in the second quarter as discussions with creators conclude.