Roblox to Share Revenue from In-Game Brand Deals in 2027
Roblox will launch a revenue sharing model for brand deals in 2027. Starting May 4, creators must register all ad integrations for moderation and transparency.
Roblox Corporation has announced a comprehensive overhaul of its advertising policies, including the introduction of a revenue-sharing model for in-game brand deals set to begin in 2027. The initiative is designed to attract greater brand investment while simultaneously increasing earnings for the platform's creators. This shift follows the company's ongoing efforts to expand its ecosystem beyond gaming into a multifaceted hub for e-commerce, social networking, and digital advertising.
The new revenue-sharing structure, effective January 2027, aims to eliminate what the company described as a race to the bottom regarding pricing, which it attributed to a lack of standardized measurement and price transparency. By implementing a system that mirrors traditional media scaling, the platform hopes to provide brands with better tools for valuation.
A revenue share that scales like media will help brands report, measure and value advertising integrations in a similar way to other scaled media formats on other platforms.
Currently, flat-fee deal structures often leave creators with lower earnings than they might otherwise achieve. Roblox stated it is still finalizing the specific details of the revenue-sharing plan and expects to share more information with its developer community in the second quarter. Furthermore, the company announced that age-appropriate advertising formats will be permitted starting May 4. Under these new guidelines, any content featuring brand compensation or promoting off-platform products will be officially classified as an advertisement.
To ensure compliance and safety, creators will be required to register all advertising integrations with the platform before campaigns launch and submit all related assets for moderation. Roblox will also introduce new advertising labels within its Studio tool, enabling users to report unwanted ads more easily. However, strict restrictions remain in place; rewarded advertising and specific categories such as food, cosmetics, pharmaceuticals, and financial services will be prohibited for users under the age of 13. Reporting for this story was provided from Mexico.
