Gaming platform Roblox has announced plans to revamp its advertising policies and introduce a revenue-sharing system for in-game brand deals. The changes aim to attract more brand partnerships while helping creators earn more from advertising integrations on the platform.

The company said it will begin taking a portion of revenue from brand deals inside games starting in January 2027. Roblox expects the new model to improve how advertisers measure and price campaigns within its virtual environments.

According to the company, the shift could end what it described as a “race to the bottom” in pricing, which currently results from a lack of standardized measurement and transparency in creator-brand partnerships.

Consequently, Roblox hopes the new approach will encourage more companies to advertise inside its platform while providing a more sustainable income stream for creators.

📊 Revenue Sharing Designed to Boost Creator Earnings

Roblox said the revenue-sharing system will allow advertising deals to scale in a way similar to traditional media platforms. Under the new structure, the company will take a share of advertising revenue generated through in-game integrations.

The company believes this model will help brands measure and report campaign performance more effectively. Meanwhile, creators could benefit from a more structured system for monetizing brand partnerships within their experiences.

At present, many advertising deals between brands and creators rely on flat-fee agreements, which Roblox says often leave creators earning less than they could under a scalable revenue model.

However, the company noted that it is still finalizing the details with creators and expects to release more information during the second quarter of 2026.

🧾 New Advertising Rules for Creators

Alongside the revenue-sharing model, Roblox will introduce new advertising guidelines for creators using its platform. The updated policies require creators to register advertising campaigns with Roblox before they launch.

Creators must also submit advertising assets for moderation. In addition, Roblox will introduce new ad-labeling tools inside its development platform, Roblox Studio, allowing users to identify and report ads more easily.

The company said content will be classified as advertising if it includes brand compensation or promotes products outside the platform.

These measures aim to improve transparency and provide clearer rules for branded content within the Roblox ecosystem.

👶 Platform Introduces Age-Appropriate Advertising

Roblox also plans to introduce age-appropriate advertising formats starting May 4, 2026. The company will restrict certain types of advertising for users under the age of 13.

For example, categories such as food, cosmetics, pharmaceuticals, and financial services will not be permitted in advertisements targeted at younger users.

The company said these safeguards are designed to protect younger audiences while still allowing brands to engage with older players.

🌐 Roblox Expands Beyond Gaming

Roblox has been working to expand its platform beyond gaming into e-commerce, social interaction, and advertising. The company has also introduced new ad formats and partnerships to grow its advertising business.

By introducing a structured advertising framework and revenue-sharing model, Roblox hopes to build a more robust ecosystem that benefits both brands and creators.

Consequently, the company views advertising as an increasingly important part of its long-term business strategy.