Maya Robertson
Roblox used CES 2026 to outline the next phase of its advertising strategy, unveiling a new homepage ad format and announcing expanded programmatic partnerships aimed at brands seeking to reach Gen Z and Gen Alpha audiences through interactive environments.
The company introduced a premium Homepage Feature, a CPM-based ad placement positioned at Roblox’s main entry point. According to Roblox, clicking on the unit converts standard brand video creative into an interactive 3D experience within the platform, allowing advertisers to move users directly from discovery into engagement without requiring custom game development. The format is currently in closed beta, with plans to transition it into an always-on placement later in the year.
The homepage unit reflects Roblox’s broader positioning of immersive advertising as a scalable channel rather than a one-off branded experience. Early testing involved brands across retail and entertainment, including Sam’s Club and Universal Pictures’ upcoming Five Nights at Freddy’s 2, with Roblox reporting initial engagement indicators that support further rollout.
Alongside the new format, Roblox highlighted continued momentum for its existing Rewarded Video ads, which allow users to opt into video viewing in exchange for in-game benefits. The company said creators have integrated Rewarded Video into more than 400 experiences, while advertisers are seeing completion and viewability rates that align with broader digital video benchmarks.
On the buying side, Roblox announced a significant expansion of its programmatic advertising infrastructure. Building on its existing integration with Google, the platform is adding demand-side access through Amazon DSP and Liftoff, while also opening supply-side connections with Index Exchange, Magnite, and PubMatic. The move is designed to make Roblox’s premium video inventory accessible to a wider pool of advertisers using established programmatic workflows.
The company framed these updates against broader shifts in media consumption, noting that younger audiences are spending more time in participatory, creator-led environments rather than passive video platforms. Roblox’s daily active user base now exceeds 150 million, making its homepage and in-experience placements a focal point for brands looking to align reach with interactive formats.
Roblox also pointed to growing adoption across multiple verticals, including entertainment, sports, toys, and financial services, as brands increasingly use the platform to support product launches, major media releases, and ongoing engagement strategies. With additional ad formats and programmatic integrations planned for 2026, Roblox is positioning immersive advertising as a recurring revenue opportunity for both brands and creators operating within its ecosystem.
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