Roblox to introduce revenue share on in-game brand deals under new ad rules

Roblox is preparing a broad overhaul of its advertising policies, including plans to take a share of revenue from in-game brand partnerships starting in 2027.

The new framework signals a shift in how commercial activity is structured on the platform, where creators have traditionally negotiated brand integrations independently, often through fixed-fee agreements. Under the upcoming model, Roblox will participate directly in those transactions, introducing a revenue-sharing system designed to standardize pricing and measurement across campaigns.

The changes are expected to take effect in January 2027. Company executives have indicated that the move aims to address inconsistencies in how brand deals are valued and executed, particularly as advertisers seek clearer performance metrics and more scalable buying options.

Alongside the revenue shift, Roblox is updating its advertising rules to formalize how branded content is classified and managed. Any experience or content involving compensation from a brand—or promoting products outside the platform—will be categorized as advertising. Creators will be required to register these integrations in advance and submit materials for moderation before campaigns go live.

The company is also introducing new disclosure tools within its development environment to label ads more clearly for users, as well as reporting mechanisms to flag inappropriate or undisclosed promotions. These updates are part of a broader effort to bring greater oversight to commercial content across the platform.

Policy changes tied to user safety are also included in the rollout. Beginning in May 2026, Roblox plans to expand age-based advertising controls, restricting certain ad categories—such as food, cosmetics, pharmaceuticals, and financial services—for users under 13.

The overhaul comes as Roblox continues to position itself as a larger player in digital advertising and commerce, moving beyond its origins as a user-generated gaming platform. The company has introduced new ad formats and partnerships in recent years as it seeks to diversify revenue streams and attract brand investment.

Further details on the revenue-sharing model and implementation are expected to be released later this year as Roblox finalizes discussions with creators and advertisers.