Roblox Looks to Level Up Immersive Advertising with New Partner Program

Roblox Looks to Level Up Immersive Advertising with New Partner Program

Published: June 26, 2023

Roblox, the digital game platform and game creation system, has introduced a new Partner Program, which aims to help brands get into the game and advertise in new spaces through its platform.

In a blog, the company said that the new program was designed to scale brand innovation and enable a “self-serve, global advertising ecosystem on the platform.”

“Roblox strives to innovate across the board, and advertising is no exception,” said Roblox Head of Immersive Media Solutions, Ashley McCollum.

“We took a page from the traditional advertising books by building a Partner Program around our new media offering, but changed the game by making it community-forward and welcoming developers alongside agencies and brands so they can partake in the growth of our Immersive Ads business.

Introduced at the Cannes Lions in Cannes, France, the program would offer partners the same incentives and Immersive Ads pricing while engaging a network of platform advocates, including game developers, agencies, brands, and third-party sellers to share best practices.

To help brands reach their business goals, the program will focus on platform education, research and measurement, product/content innovation, and Immersive Ads for faster on-platform content discovery. Brands and talent that want to create a presence on Roblox can turn to the Roblox Partner Program members for help with creating an authentic presence and visibility on the platform.

Signed partners so far include Century Games, Dentsu, Dubit, Playwire, Sawhorse, The Gang Group, and Vayner3, who have been setting the standards for marketing in immersive spaces, McCollum noted.

All partners have committed to supporting brands that want to enter this new space and made minimum media spend commitments for the next 12 months.

“The demand from brands to connect and engage with our global audience, be it through 3D immersive experiences, digital items, or our new Immersive Ads products for faster on-platform content discovery, continues to grow,” said Roblox Chief Product Officer, Manuel Bronstein.

“Our new Partner Program will support the development of new ecosystems and help us further scale brand innovation and self-serve advertising on the platform,” he added.

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