Roblox amplifies advertising credibility with new eye-tracking study

Roblox has unveiled compelling new research that underscores the effectiveness of immersive branded content on its platform. The announcement, made during the recent NewFronts event, is part of a larger effort to attract advertisers by providing more transparent and scientifically grounded performance data.

The centerpiece of Roblox’s pitch was a MediaScience study that leveraged eye-tracking technology and physiological measurements to assess user engagement. The study focused on 140 U.S. participants aged 13 to 34, analyzing their attention levels and subtle physical responses — including micro-changes in sweat activity — as they interacted with ads on Roblox, social media, and streaming platforms. According to the findings, branded experiences on Roblox captured user attention at a rate 100 times greater than traditional social media ads and 35 times more than streaming television spots.

The research also revealed a dramatic boost in brand recall. Users exposed to branded environments within Roblox showed a 211% increase in unaided brand recall compared to social media ads, and a 38% improvement over streaming TV. These metrics signal a strong emotional and cognitive response, suggesting that Roblox’s immersive format may have unique advantages over passive ad environments.

While marketers have praised the platform for its willingness to share data, many remain cautious. Industry experts suggest that to unlock larger advertising budgets, Roblox must expand its measurement capabilities beyond attention and emotional response metrics. Deeper performance indicators, such as conversion tracking and long-term brand impact, will be essential for maturing its advertising proposition.

Roblox also presented evidence of synergy when its ads were combined with other formats. When paired with social media, Roblox ads led to a 292% spike in brand recall, and when combined with streaming content, a 107% uplift was observed. These results aim to position Roblox not just as a standalone ad channel, but as a powerful complement in cross-platform campaigns.

This push comes amid growing friction within the Roblox ecosystem, where independent creator studios are increasingly competing with Roblox itself for brand partnerships. The platform hopes that data-backed insights will not only demystify its suite of advertising options but also foster stronger collaboration among creators, advertisers, and studios.