Roblox is expanding its advertising offerings in 2026, aiming to provide brands with more immersive ways to connect with Gen Z and Gen Alpha audiences. The updates, announced at CES 2026, include new ad formats, extended programmatic access, and deeper partnerships with entertainment, sports, and consumer brands. The goal is to give advertisers tools to reach a highly engaged user base while maintaining experiences that feel native to the platform.
With a majority of Gen Z identifying as digital gamers, Roblox is focusing on interactive, participatory advertising rather than traditional display formats. The platform’s environment of creator-driven experiences provides a space where younger audiences actively engage, creating opportunities for brands to build awareness and loyalty in contextually relevant ways.
Introducing Homepage Feature for Immersive Brand Engagement
One of the major additions to Roblox’s ad offerings is the Homepage Feature. This premium format places branded content directly on the Roblox homepage, which sees more than 151 million daily active users as of late 2025. The format uses a CPM-based buying model and allows brands to target and measure campaigns effectively. When users interact with an ad, the content transitions into an immersive 3D environment without requiring complex development. Early testing with brands like e.l.f., Sam’s Club, and Universal Pictures’ Five Nights at Freddy’s 2 has shown positive engagement and early signals of performance for advertisers.
Currently in closed beta, the Homepage Feature is expected to become an always-on format that can run year-round. It also offers creators a way to promote major events, updates, or platform-specific moments, integrating marketing directly into the user experience.
Rewarded Video Builds on Past Success
The Homepage Feature expands on the success of Roblox’s Rewarded Video ads, which were widely adopted across more than 400 experiences, including popular titles such as Brookhaven, Dress to Impress, and Grow a Garden. For over 1,000 brands, Rewarded Video has delivered completion rates above 90% and viewability over 95%, aligning with industry benchmarks. The format allows advertisers to provide value to players while maintaining a seamless gameplay experience, reinforcing Roblox’s focus on community-first ad placements.
Expanding Programmatic Options
Roblox is also broadening programmatic access to its premium video inventory. In addition to its existing partnership with Google, the platform is integrating with Amazon DSP, Liftoff, Index Exchange, Magnite, and Pubmatic. These integrations are designed to simplify ad buying for brands, provide transparent measurement, and allow advertisers to scale campaigns globally. At the same time, the programmatic expansion supports creator revenue, helping developers monetize their experiences through high-quality ad placements.
Diverse Brand Collaborations on the Platform
Brands from entertainment, sports, toys, and financial services are increasingly leveraging Roblox for immersive campaigns. In entertainment, seven of the ten top-grossing U.S. domestic films from 2025 launched activations on Roblox, including Universal’s Jurassic World Rebirth and Wicked: For Good, generating billions of impressions. Sports leagues are creating interactive experiences tied to major events, such as FIFA Super Soccer in advance of the FIFA World Cup 2026™, NFL Super Bowl LX content in NFL Universe Football, and new NBA titles developed with the Players Association.
Toy and family brands like Mattel are expanding their presence with games featuring Barbie, Hot Wheels, Monster High, and UNO, while financial services firms such as H&R Block are experimenting with subtle integrations that educate younger users on real-world concepts like taxes and financial literacy. These campaigns demonstrate Roblox’s ability to combine engagement, storytelling, and brand awareness in ways that traditional digital media cannot replicate.
Positioning Roblox for 2026
With these updates, Roblox is reinforcing its position as a key platform for reaching younger, digitally active audiences. By offering immersive ad formats, programmatic flexibility, and high-profile brand collaborations, the platform provides advertisers with scalable and measurable opportunities while maintaining a community-first approach. As gaming, immersive media, and web3-adjacent experiences continue to grow, Roblox is positioning itself as a primary channel for brands targeting the next generation of players.
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Frequently Asked Questions (FAQs)
What is Roblox’s new Homepage Feature?
The Homepage Feature is a premium ad format that appears on the Roblox homepage, allowing users to interact with immersive 3D brand environments without complex development.
Who can use the Homepage Feature?
The format is currently in closed beta and will later be available as an always-on option for brands and creators to run year-round campaigns.
What are Rewarded Video ads on Roblox?
Rewarded Video ads allow users to engage with brand content within games in exchange for in-game rewards. They have high completion and viewability rates and are widely adopted by creators.
How is Roblox expanding programmatic advertising?
Roblox is integrating with demand-side platforms like Amazon DSP and Liftoff, as well as supply-side platforms including Index Exchange, Magnite, and Pubmatic, making it easier for brands to buy premium video inventory.
Which industries are using Roblox for advertising?
Entertainment, sports, toys and family brands, and financial services companies are leveraging Roblox for immersive campaigns targeted at Gen Z and Gen Alpha audiences.
Why is Roblox important for reaching younger audiences?
Roblox’s creator-driven, participatory environment engages Gen Z and Gen Alpha in ways traditional advertising cannot, combining storytelling, interactivity, and measurable performance.
