Google has expanded its Immersive Ads technology through a groundbreaking partnership with Roblox, integrating its Ad Manager platform to reach millions of daily active users. The collaboration, announced in April 2025, marks a significant advancement in gaming platform advertising, specifically targeting the Gen Z audience through seamlessly integrated rewarded video ads.

The partnership enables brands to leverage Google’s advertising infrastructure while accessing Roblox’s vast user base through contextually relevant ad placements. These rewarded video ads, lasting up to 30 seconds, are designed to provide users with in-game benefits, maintaining engagement without disrupting the gaming experience.

Initial testing has demonstrated remarkable success, with completion rates exceeding 90% in select experiences. This high engagement rate underscores the effectiveness of the rewarded video format, where users actively choose to watch advertisements in exchange for virtual benefits within their gaming sessions.

Stephanie Latham, Vice President of Global Brand Partnerships and Advertising at Roblox, emphasized the partnership’s strategic importance: “Our partnership with Google makes it very easy to buy these engaging ads and reach key audiences at scale. We are continuing to remove barriers for brands and agencies that are quickly realizing the massive potential of immersive gaming platforms.”

To ensure measurement accuracy and performance tracking, Roblox has established collaborations with industry leaders including Cint, DoubleVerify, and Nielsen. These partnerships provide advertisers with robust metrics and impact assessment tools, validating the effectiveness of their campaigns within the Roblox ecosystem.

The immersive advertising format represents a significant evolution in digital marketing, particularly in virtual environments. Ads appear naturally within the gaming experience, such as on virtual billboards in digital cities or screens during in-game events, maintaining the integrity of the user experience while delivering brand messages effectively.

This development signals a broader shift in advertising strategies, especially for reaching younger audiences who spend considerable time in virtual spaces. The successful implementation of these immersive formats could establish new standards for advertising in gaming and virtual environments, potentially influencing future developments in digital marketing.

As the partnership continues to evolve, both Google and Roblox are positioned to expand their advertising capabilities further, potentially introducing new formats and features that enhance user engagement while providing valuable opportunities for advertisers in the growing virtual entertainment space.

News Source: https://blog.google/products/ads-commerce/immersive-ads-roblox/