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  • Writer's pictureIqbal Sandira

Inside Roblox's New Ad Network

Welcome to the behind-the-scenes look at Roblox's new 'immersive ads'! These ads are riding the rising wave of intrinsic advertising, and I'm here to give you the inside scoop. Last month, Roblox, the game creation platform, made quite the announcement: the launch of its brand-new advertising network, the Roblox Partner Program. Now that it's finally out, you may be wondering, what do these 'immersive ads' actually look like? Well, it turns out they aren't too different from what other companies are doing in the world of gaming and mobile gaming.

E.B. Seufert, who wrote an article in 2020 highlighting the potential of Roblox as an advertising platform, recently shared his breakdown of the different types of advertising available through the partner program on MobileDevMemo. He categorizes them into two groups: "Static non-clickable images that simply convey information," and "A static, non-clickable image that transports the user into a separate content 'experience' created by the advertiser." This is similar to the concept of intrinsic advertising, where ads are seamlessly integrated into the game world, just like real-life billboards.

Roblox is clearly keen on embracing this trend, but how does it fit into the existing experiences on the platform? Stick around to find out!

Alex Nunan from Bidstack sports, another company strongly pursuing intrinsic advertising, perfectly encapsulates the potential of this advertising approach in our interview earlier this year. According to him, "By seamlessly delivering relevant content into virtual environments, communication can be even more impactful than real-world equivalents. Brands often struggle to reach a fraction of the global fanbases through traditional means."

The appeal of intrinsic advertising for Roblox is evident, considering the wide range of environments users interact with on the platform. By placing adverts within the game world, they can appear more frequently, yet less intrusively compared to pop-ups or automatically played videos in other games. Billboards within the game world of Roblox have been effectively used to advertise experiences and explain key aspects of the game, resulting in players being receptive and responsive to these placements.

However, it's crucial for Roblox to address potential issues raised in Seufert's previous article. With over half of all children in the United States playing games through Roblox, the company must prioritize targeting and data privacy with intense sensitivity and care.

Roblox's introduction of immersive experiences for 17+ audiences brings forth the need for careful management of advertisements. Intrinsic advertising, though providing visibility, holds the risk of showcasing ads that violate the platform's standards. To address this, controls must be placed on the utilization and accessibility of immersive ads that link to themes such as violence unsuitable for younger players. While Roblox's guidelines prohibit these ads from linking to external sources or forcing users to leave the platform, there still remain some caveats. The company aims to maintain control over advertising, given previous instances of violating watchdog guidelines for advertising to younger users.

While Roblox's new partner program offers abundant opportunities for users looking to advertise, it may also expose unforeseen challenges in the future. Therefore, Roblox managers and users will closely monitor the reception and impact of these new ads. As the landscape of online gaming continues to evolve, there's no better time than now to get involved in the dynamic Roblox advertising network. With a vast reach spanning millions of enthusiastic gamers, this platform offers a powerful tool for users to connect, advertise, and grow within the Roblox community for example place to buy Roblox account for sale .

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