Highlights
- Roblox will take a share of paid in-game brand integrations.
- Mandatory registration and labeling tools will roll out in April-May 2026.
- New advertising rules introduce pricing transparency, moderation, and age-based restrictions.
Roblox will begin taking a share of revenue from paid in-game brand integrations in January 2027. The change introduces tighter control over creator advertising as part of a broader overhaul of its ad ecosystem. The policy includes mandatory disclosure rules, centralized moderation, and standardized measurement tools rolling out across 2026.
The move positions Roblox as a structured media and commerce channel rather than solely a gaming platform.
Registration and labeling tools will launch on April 15, 2026, followed by mandatory adoption on May 4. Creators must register all paid brand integrations, submit assets for moderation, and clearly label sponsored content.
Meanwhile, advertising will be defined as any compensated promotion or promotion of off-platform products. Reporting features will enter beta in August 2026 ahead of the revenue-sharing rollout.
Roblox Advertising Overhaul Introduces Stricter Compliance and Pricing Controls
Roblox stated the changes aim to address inconsistent pricing and limited transparency in flat-fee brand deals. The company described the current environment as a “race to the bottom,” where creators lack insight into appropriate valuation.
“We want to bring price transparency to the market,” Roblox said, noting that standardized measurement should help creators charge appropriately.
New compliance rules also introduce age-based restrictions. Advertising categories such as food, cosmetics, pharmaceuticals, and financial services will remain limited for users under 13. Meanwhile, labeling tools within Roblox Studio will allow users to identify and report advertising content directly.
Stephanie Latham, Roblox vice president of global brand partnerships and advertising, framed the shift as structural rather than revenue-focused. “This really is not about revenue at all. It’s about evolving our responsibility to our users, creators, and brands,” she said.
The policy marks a shift from Roblox’s previous model. The company currently takes a 30% cut of revenue from in-app purchases but allows creators to sign independent licensing and advertising deals.
The exact revenue share remains under discussion with creators.
