Roblox to overhaul ad policies, introduce revenue sharing in 2027

Core Viewpoint - Roblox is set to implement a revenue-sharing model for in-game brand deals starting in January 2027, as part of a comprehensive overhaul of its advertising policies aimed at attracting more brand investments and enhancing creator earnings [1][2]. Group 1: Advertising Policy Changes - The new revenue-sharing model is designed to address the "race to the bottom" in pricing due to a lack of standardized measurement and price transparency [2]. - Roblox aims to enable brands to report, measure, and value advertising integrations similarly to other media formats, moving away from flat fee deal structures that have historically resulted in lower earnings for creators [3]. Group 2: Implementation Details - The company will require creators to register all advertising integrations with Roblox prior to launching campaigns and submit assets for moderation [4]. - Age-appropriate advertising formats will be allowed starting May 4, with certain categories, such as food, cosmetics, pharmaceuticals, and financial services, prohibited for users under the age of 13 [5].