Roblox announced that it will begin taking a portion of revenue from in‑game brand deals effective January 2027, as part of a broader overhaul of its advertising policy. The change follows new guidelines that will take effect in May 2026 and is designed to increase the company’s share of sponsorship revenue while boosting creator earnings from brand partnerships.
The revenue‑sharing model will allow Roblox to capture a share of payments made by brands for in‑game integrations, while creators will receive a larger portion of the partnership fee. The policy aims to end a “race to the bottom” in pricing that has arisen from inconsistent measurement and lack of price transparency, and to align brand valuations with other media formats.
Under the new rules, creators must register all brand partnerships with Roblox and submit materials for review. Roblox will also embed advertising identification tags in its Studio platform to ensure compliance and enable brands to target age‑appropriate audiences, with specific restrictions for users under 13.
The change comes amid competitive pressure from platforms such as Fortnite, which has offered a 0 % revenue cut to developers selling in‑game items through 2026. By taking a share of brand‑deal revenue, Roblox seeks to create a more structured and potentially lucrative advertising ecosystem that can retain creators and attract larger brands.
Management has emphasized that the overhaul is part of Roblox’s broader strategy to expand beyond gaming into e‑commerce and advertising. CEO David Baszucki said the company remains committed to building the world’s largest social platform for play and believes that the new model will drive long‑term value for shareholders and the community.
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