Roblox today is a space where brands can go beyond simple advertising and become part of the virtual experience.

It’s not just a popular game but a whole ecosystem that combines a game creation platform, virtual worlds, and a community with its own rules. For millions of children and teenagers around the world, it’s something like a “digital playground” — a place where they spend hours every day, socializing, playing, and even earning money.

At the same time, this level of engagement often feels like a closed ecosystem that’s hard to step out of — and that’s precisely what makes Roblox such a powerful channel for brands.

With over 500 million registered users worldwide, Roblox has become a gateway to digital reality for millions of teenagers and children. According to the platform itself, more than 70 million players are active every day, most of them belonging to Generation Alpha and Gen-z.

The popularity of Roblox among young people is easy to explain: here they don’t just play, but also create, communicate, buy virtual goods, build communities — essentially living out a part of their online lives.

And brands have already taken notice. The platform increasingly appears in global campaigns by major companies — from Nike to Gucci — and recently, advertising in Roblox has also started to launch in Ukraine. This marks a new level of brand integration into environments where traditional advertising simply doesn’t work.

Unique Audience

One of the main advantages of advertising in Roblox is access to a unique audience that is difficult, if not impossible, to effectively reach through traditional media channels. The vast majority of the platform’s users are members of Generation Alpha and Zoomers — children, teenagers, and young adults who consume media very differently from older generations.

These users:

• don’t watch television, even in streaming formats;
• ignore banner ads and traditional video advertising;
• are absent from Facebook, and on Instagram or TikTok, they are more likely to create than consume content.

This generation is accustomed to interactivity, immediacy, and personalization. They don’t respond to straightforward advertising but are eager to immerse themselves in game worlds where a brand becomes part of the experience. Roblox is an environment where a brand can go beyond broadcasting messages to instead interact, play, and co-create context with its audience.

On average, players spend several hours a day in Roblox, and the level of engagement runs much deeper than just scrolling through stories or feeds. This is why Roblox opens new opportunities for brands that want to be not just visible, but relevant and meaningfully present in the digital lives of young people.

Audience in Ukraine: Numbers and Reality

According to Roblox Ads Manager, the potential user reach in Ukraine depends on the campaign format. For example, when selecting the Sponsored Experience format with targeting set to Ukraine, the system estimates an audience in the range of 3.1–3.8 million users.

At first glance, this is an impressive number. But there’s an important caveat that critically affects how it should be interpreted.

Age disclaimer: Roblox does not verify users’ ages. While children under 13 can register on the platform, Ads Manager does not allow targeting audiences younger than 13. As a result, the statistics only reflect users aged 13+, and the age breakdown is not always reliable, since many children enter an older age during registration.

It’s unclear whether Roblox’s reported audience distribution by age truly reflects reality. Ads Manager excludes under-13 users from targeting, but a younger child can simply indicate “13+” when signing up. This means the numbers presented may not represent the actual composition of the audience.

In practice, age targeting in Ads Manager should be seen more as a reference point rather than absolute statistics.

What Does This Mean for Brands?

Advertisers need to be very deliberate when choosing formats and creatives, keeping in mind the potentially younger age of the audience. This becomes especially important if a campaign:

• contains emotionally charged, persuasive, or ironic content,
• involves transactions, contests, or other actions that could influence consumer behavior.

It’s also critical to comply with legal requirements, including:

• European regulations such as GDPR-K (General Data Protection Regulation for Kids),
• the U.S. equivalent, COPPA (Children’s Online Privacy Protection Act),
• and Ukrainian advertising standards regarding communications aimed at children.

Finally, one cannot ignore reputational risks. In today’s environment of growing sensitivity to ethical advertising, even a technically compliant campaign can spark backlash if it is perceived as aggressive or inappropriate in a child-centered space.

Ad Formats and Reach

Advertising opportunities in Roblox are still in beta testing and continue to evolve. At the moment, the platform offers three main types of campaigns:

• Awareness (CPM model)

Campaigns are designed to increase brand awareness. Formats include static graphics or videos up to 30 seconds.

• Video View (CPV model)

The Video View format was based on paying for views longer than 15 seconds (Cost per 15-second Video View). Ads were launched in a click-to-play format, and a view was counted once the user had watched for at least 15 seconds. Initially, this option was tested only with a limited group of brands — including e.l.f., HUGO, and Walmart — since it required higher standards of safety, content suitability, and creative quality.

In 2024, Roblox opened the format in Ads Manager to all advertisers, but it was later discontinued. Today, Video View is no longer available in Ads Manager, having been replaced by the new Rewarded Video Ads format, which is purchased through Google Ads Manager and comes with extended analytics.

• Visits (CPC model)

These campaigns drive users into virtual projects within Roblox. For example, Forever21 launched its own store in Shop City, where players could not only visit but also try on clothing on their avatars and interact with the brand in a game-like experience.

Similarly, Walmart created Walmart Land and Universe of Play, where users could explore virtual environments, participate in mini-games, discover new products, and even “work” in in-game scenarios.

Advertising Formats in Roblox

In Roblox, ad campaigns revolve around two key objectives:

• Awareness — increasing brand visibility,
• Visits — directing players into branded virtual worlds (experiences).

Each objective comes with its own set of formats, pricing models, and potential reach depending on the country. For Ukraine, some of this data is available in Ads Manager and is outlined below.

Important note: When working with Ads Manager, audience numbers should be interpreted with caution. If the 13–17 age group is excluded, the system shows significantly lower reach. However, these figures are not entirely reliable, as part of the younger audience often registers with an older age to gain full access to platform features.

Objective: Visits

This objective allows a brand to bring users directly into its own Roblox world — an interactive space designed around the brand or product.

Objective: Awareness

This objective is for brands that want to “get seen” within Roblox game environments through banners or video placements.

Note: For some formats (for example, Search Experience), audience data is not displayed in Ads Manager, which complicates campaign planning. In such cases, it’s better to rely on other effectiveness criteria: interface placement, user behavior type, and entry mechanics.

Additionally: Rewarded Ads — the 2026 Trend

In 2026, Roblox announced the launch of Rewarded Video Ads — video ads with incentives, available through a partnership with Google.

Key features:

• Users voluntarily watch a 15–30 second video in exchange for in-game rewards.
• The format operates on a CPV (cost per view) model.
• Integrated with analytics platforms such as Nielsen, Kantar, IAS, and DoubleVerify, making it more attractive for major brands.
• Not yet available for self-service in Ads Manager, but actively tested through Google Ad Manager.

Rewarded Ads deliver high engagement and quality interactions since users themselves choose the moment and context in which to engage with the brand.

How Roblox Ads Manager Works

Ads Manager is Roblox’s official tool for creating, launching, and managing advertising campaigns. It allows brands to set objectives, choose formats, define audiences, and control budgets. Campaigns on Roblox function similarly to those on other digital platforms — but with a number of unique specifics.

Campaign Setup

In Ads Manager, you can choose one of the available objectives:

• Awareness — increasing brand visibility through static or video formats.
• Video View — paying for video views (limited availability).
• Visits — directing users into branded experiences.

Next comes basic audience configuration: country, gender, and age categories (13–17, 18–24, 25+).

Currency and Payment Model

The ad system operates on a CPM second-price auction model. This means:

• you set a bid per 1,000 impressions,
• the system runs an auction,
• in practice, you pay slightly more than the second-highest bid.

Payments are made in Roblox’s internal currency — Ad Credits:

• 1 Ad Credit ≈ 285 Robux ≈ $3.5 USD,
• minimum purchase — 10 credits (≈ 2,850 Robux ≈ $35 USD).

This creates a barrier for very small budgets but, at the same time, provides greater transparency and control for brands.

Targeting Features

Unlike Facebook or Google, targeting options in Roblox are very basic:

• country,
• gender,
• age (but without precision).

Analytics and Reporting

Ads Manager provides reports at the campaign, ad set, and individual creative levels. You can track:

• impressions,
• clicks,
• CTR,
• average cost per interaction.

However, the level of detail is lower than in traditional ad networks, and the system offers very limited behavioral insights.

Overall, Roblox Ads Manager is a convenient entry-level tool for running ads on the platform, but it comes with clear limitations: basic targeting, no external links, and high creative requirements.

Legal and Ethical Aspects

Advertising on Roblox requires special attention to legal and ethical standards, as the platform is primarily aimed at children and teenagers. This means brands must operate not only within the law but also responsibly in terms of user experience.

Roblox Advertising Standards

Roblox has developed its own Advertising Standards that set clear rules for advertisers:

• misleading users or disguising the promotional nature of content is prohibited,
• ads cannot be masked as game interface elements to avoid confusion,
• external links and QR codes are not allowed — ads must function exclusively within the platform,
• any rewards for ad viewing must be clearly explained and provided immediately.

These rules are designed to protect users from aggressive or questionable practices that are often seen in other environments.

Restrictions on Advertising to Children

Since the core audience of Roblox is children and teenagers, the platform strictly regulates advertising content:

• ads must be non-aggressive and free from manipulation,
• encouraging spending or creating pressure on young audiences is prohibited,
• content must be safe, inclusive, and age-appropriate.

In addition, brands should take into account both international and local regulations.

Responsible UX

Roblox is a platform with a high level of trust among young audiences. It’s not just a place where kids play, but also where they create content — which means advertising becomes part of their gaming experience.

It’s important for brands to:

• avoid breaking this trust with aggressive integrations,
• fit organically into virtual worlds,
• design creatives that enhance the gameplay experience rather than disrupt it.

How We Can Help

Advertising in Roblox isn’t about quick banners or standard video spots. It’s an environment with its own dynamics and rules — one that works best for brands that think creatively and are ready to invest in delivering a genuine user experience. With this mindset, the newage. team helps companies enter the platform effectively.

We support brands in:

• developing a Roblox presence strategy — from choosing formats to defining campaign objectives,
• launching campaigns through Ads Manager and monitoring their performance,
• creating production-level creatives that fit naturally into virtual worlds,
• implementing integrations in Roblox — from simple in-world placements to fully branded experiences.

We also ensure that advertising:

• complies with international and Ukrainian regulations,
• adheres to Roblox’s strict Advertising Standards,
• remains ethical and safe for young audiences.

With us, brands can enter Roblox with confidence, responsibly and effectively.

FAQ: Advertising in Roblox

Can ads be launched in Roblox directly from Ukraine?

Yes. Ads Manager allows you to select Ukraine as a target country. However, some formats (for example, Search Experience) may not display reach data specifically for the Ukrainian market.

Is it possible to target an adult audience?

Ads Manager provides age groups (13–17, 18–24, 25+). Still, keep in mind that children under 13 often register with an older age, so the data doesn’t always reflect reality. Brands need to be cautious with both content and ad formats.

How much does it cost to run ads?

The minimum budget is 10 Ad Credits ≈ 2,850 Robux ≈ $35 USD. Beyond that, the cost depends on the format, campaign objective, and competition in the auction.

Can users be directed from Roblox to a brand’s website?

No. External links are prohibited by Roblox’s rules. Advertising works exclusively within the platform — in worlds, search, or through sponsored experiences.

Which formats work best for brands?

For building awareness, In-Experience Video and Image Ads are effective. If the goal is to drive users into a branded world, the Sponsored Experience and In-Experience Portal perform best. A notable 2026 trend is Rewarded Video Ads via Google, which deliver high engagement and advanced analytics.