Highlights
- Roblox will switch creator brand integration fees to a CPM-based model starting January 2027.
- Regional rates range from $1.50 CPM in the U.S. to $0.05 CPM for the rest of the world.
- Creators will get forecasting tools to estimate and lock in maximum campaign fees before launch.
Roblox has finalized how it will charge creators for branded content on its platform, confirming that brand integration fees will shift to a traffic-based model starting Jan 1, 2027. The update follows months of creator concern after Roblox announced in March 2026 that it would begin taking a share of revenue from brand partnerships.
Instead of taking a percentage of each brand deal, Roblox will calculate fees using a cost-per-thousand-visits (CPM) model based on audience exposure and player location. The company says the system is designed to standardize pricing and give creators more predictability when working with advertisers.
Roblox Sets Regional CPM Rates for Branded Experiences
Under the new framework, creators will pay $1.50 USD CPM for visits from players in the United States (U.S.).
Meanwhile, traffic from the United Kingdom (U.K.), Australia, New Zealand, Canada, and Nordic countries will be billed at $0.75 CPM. Players from Japan, Western Europe, and South Korea will be charged a $0.20 CPM rate, while traffic from all other regions will be charged $0.05 CPM.
After a campaign has been live for 28 days, all impressions will shift to a flat $0.10 CPM worldwide, regardless of market.
Roblox senior product manager for ads and monetization, Nick McLachlan, told GamesBeat that the company adjusted its initial numbers after discussions with creators and studios. “The numbers we initially came out with were higher than this, but that got us to a better model,” McLachlan said, adding that Roblox believes the structure can help “grow the market” and improve creator earnings over time.
Forecasting Tools Aim to Reduce Creator Uncertainty
Before launching branded campaigns, creators will be able to forecast and lock in their maximum fees using performance data from the previous 56 days. If the final amount comes in lower than the estimate, Roblox claims that creators will pay the reduced amount.
McLachlan also noted that Roblox plans to expand targeting precision, allowing brands to focus on specific regional audiences. The move is part of Roblox’s broader effort to bring more advertisers into its ecosystem while formalizing how branded experiences are priced across the platform.
