Roblox Is Overhauling Its Advertising Policies and Will Take a Cut of Creator Brand Deals Starting 2027

Roblox is making some significant changes to how advertising works on its platform, and creators who run brand deals inside their games are going to feel it.

The company announced a broad advertising policy overhaul that will roll out over the next several months.

The biggest headline is that starting January 2027, Roblox will take a portion of revenue from in-game brand deals. This is a major shift from the current flat-fee model that creators and brands have been operating under for a while now.

So why the change? Roblox says the current system has created a "race to the bottom" on pricing. Without standardized measurement or price transparency, creators have been undercutting each other just to land deals, which ultimately leaves them earning less. The platform wants to fix that by treating advertising integrations more like scaled media formats on other platforms.

As Roblox put it directly, "A revenue share that scales like media will help brands report, measure and value advertising integrations in a similar way to other scaled media formats on other platforms. Today, the flat fee deal structures leave creators earning less, not more."

Under the new definition, "Content will now be classified as an ad if it involves compensation from a brand to feature within a creator’s experience, or if it promotes off-platform products".

The exact revenue split is still being worked out. Roblox is finalizing the details in conversations with creators and has said it will share more information in Q2 of this year.

More Changes in Advertising Policy

From May 4, Roblox is updating its Independent Advertising Policy and rebranding it as the Advertising Integrations Policy.

Creators will now be required to register all advertising integrations with Roblox before campaigns go live. They will need to submit assets for moderation too.

Advertising labels will be built directly into Roblox Studio, so creators will not have to manually script or design their own disclosure labels anymore. These labels will also let users report ads they are not happy with, giving the community a bit more control over their experience.

Age-appropriate advertising is another core piece of this overhaul. Starting May 4, advertising formats will be permitted across all user age groups, including users under 13. However, there are strict rules for that younger audience. Rewarded advertising formats will be completely off the table for under-13 users. Certain brand categories, including food, cosmetics, pharmaceuticals, and financial services, will also be restricted for that age group.

Roblox has confirmed that all advertising for under-13 users will be COPPA compliant and in line with industry standards, similar to how platforms like YouTube Kids handle it.

For those running independent rewarded video ads, there is a migration deadline to keep in mind. All such implementations must be moved over to Roblox's native Rewarded Video format by May 4. After that date, independent rewarded video ads will no longer be allowed on the platform at all.

As per the official developer forum post, registration and labelling tools will go live on April 15, giving creators a few weeks to get familiar with the new system before the policy takes full effect. A reporting beta for advertising integrations is expected to roll out in August.