Key Points

  • Roblox delivers 111.8 million daily active users spending 2.7 hours per day on the platform, with significant incremental reach among Gen Z audiences that other platforms can't access.
  • Roblox’s Rewarded video ads deliver an average 89% completion rate and 95% viewability because users actively choose to engage with ads in exchange for in-game benefits.
  • Programmatic access through Google's advertising technology solutions enables brands to plan, buy, and measure Roblox where they buy the rest of their media
  • Launch partner opportunities are available now with limited capacity, offering early access to premium gaming inventory before broader market availability.

The advertising landscape just shifted in a big way, and most marketers are still catching up.

While everyone's been fighting over the same shrinking pool of traditional digital inventory, a massive audience has been building elsewhere. We're talking about 111.8 million daily active users who spend 2.7 hours per day in immersive gaming environments, completely engaged and harder to reach through conventional channels.

 

Metric

Current Performance

Growth Rate

Daily Active Users

111.8 million

+41% YoY

Age Targeting Available

13+ and 18+ options

13+ segment up 54% YoY

Playwire now offers advertisers direct access to this premium gaming inventory through our partnership with Roblox, bringing enterprise-grade campaign management to one of the most engaged audiences in digital media.

About the Partnership

This collaboration brings together Playwire's expertise in enterprise-grade ad monetization with Roblox's massive engaged gaming audience. The partnership enables advertisers to access premium gaming inventory through familiar programmatic channels while maintaining the measurement standards and brand safety controls they require for video campaigns.

"Gaming advertising has evolved beyond niche targeting into a sophisticated channel that delivers genuine incremental reach," said Jayson Dubin, CEO of Playwire. "Our partnership with Roblox demonstrates how gaming inventory can integrate seamlessly with existing media strategies. This isn't about chasing trends, it's about accessing engaged audiences that traditional platforms simply can't deliver."

“Our partnership with Playwire expands programmatic access to Roblox’s premium gaming inventory across select key APAC markets—making it easier than ever for brands to reach engaged audiences in a safe, scalable way,” says a Roblox spokesperson. “With robust brand safety controls and transparent measurement, we’re enabling advertisers to activate impactful video campaigns with confidence.”

The partnership leverages Google's ad tech infrastructure to ensure seamless integration with existing campaign workflows and measurement capabilities.

Rewarded Video Advertising Delivers Performance That Traditional Pre-Roll Can't Match

Standard video advertising operates on an interruption model that audiences barely tolerate. Rewarded video advertising flips this dynamic completely by making ads a valuable part of the user experience rather than an obstacle to it.

Users actively choose to watch full-screen video content in exchange for in-game benefits like extra lives, power-ups, or virtual currency. This opt-in model drives completion rates of 89% with 95% viewability 

The performance metrics speak for themselves: when users choose to engage with your creative because they see clear value in doing so, attention and message retention improve dramatically compared to forced viewing scenarios.

Enterprise-Grade Campaign Management Meets Gaming Innovation

Roblox's partnership with Google's ad tech infrastructure means you can buy and measure gaming inventory using the same programmatic tools and verification partners you're already using for other video campaigns. 

Brands can get their balance between control and scale with Roblox’s Brand Suitability Tiers. Brands can opt for an “Advertiser Select” tier, a curated list of large, premium games on the platform or run on a wider set of inventory to reach more users.This granular control lets you balance reach and brand safety according to your specific campaign requirements.

Campaign setup works through familiar channels: your campaigns work the same as they do with other media sources. Roblox aims to be available wherever media buyers source their video. Today, you can buy via managed service, or programatically via DV360, but more SSP and DSP partners will be coming onboard in the near future. 

Limited Launch Partner Opportunities Available Now

Roblox rewarded video advertising is currently in early scaling with restricted capacity for launch partners. Creative specifications accommodate standard video assets or VAST tags (no VPAID), with 6-15-second preferred length, to engage with the Gen Z audience on Roblox, and maximum 30-second duration. Third-party tracking supports all standard video events including impressions, clicks, quartiles, and completion tracking.

Launch partners get first access to this premium inventory before broader market availability, plus direct collaboration with Roblox's advertising team to optimize campaign performance and creative strategy.

Your Next Move in Gaming Advertising

The gaming advertising opportunity isn't theoretical anymore. With 111.8 million daily active users, enterprise-grade measurement capabilities, and completion rates that dwarf traditional video advertising, the question isn't whether gaming belongs in your media mix, but how quickly you can secure access to the best inventory.

Playwire's partnership with Roblox, as a key launch partner, delivers the campaign management expertise and technical infrastructure you need to execute successful gaming campaigns in a seamless way. Ready to explore what's possible when your video advertising actually engages instead of interrupts? The launch partner window won't stay open indefinitely.

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