Google Partners with Roblox to Reach Gen Z Through Rewarded Video Ads

Digilogy June 2, 2025

14 2 minutes read

Google announced a strategic partnership with Roblox, one of the world’s most popular gaming platforms, to deliver rewarded video ads aimed at reaching Gen Z users in a more engaging and value-driven way. This collaboration is designed to give brands new tools to connect with younger audiences through immersive in-game experiences that respect user preferences while enhancing monetization for developers.

The move represents Google’s increasing investment in gamified advertising and aligns with the rising trend of integrating branded content into digital playgrounds where Gen Z spends a significant amount of their time.

What Are Rewarded Video Ads?

Rewarded video ads offer a value exchange: users voluntarily watch an ad in return for an in-game benefit, such as digital currency, items, or access to new levels. Unlike traditional ads, these are opt-in and do not interrupt gameplay, leading to higher completion rates and improved brand sentiment.

With this format now being deployed within Roblox via Google’s ad ecosystem, brands gain access to:

Full-screen, skippable and non-skippable video ad options
Advanced audience targeting through Google Ads integration
Detailed performance reporting on engagement and conversion metrics
Seamless creative integration within Roblox’s gaming experiences

Why This Matters for Brands Targeting Gen Z

Reaching Gen Z requires a completely different approach than traditional display or social media ads. This demographic expects interactive, non-disruptive, and personalized content that fits naturally into their digital lifestyle. Roblox, with over 70 million daily active users—mostly between the ages of 9 and 24—provides the perfect ecosystem.

Through this partnership, Google enables brands to meet Gen Z where they are most active and engaged. Rewarded video ads deliver higher engagement and brand affinity by offering something of value in return for attention.

Benefits for Advertisers and Developers

For advertisers, the Google-Roblox integration means:

Access to a massive Gen Z audience within a trusted and creative environment
Better ROI through opt-in engagement rather than forced impressions
Creative flexibility with story-based or influencer-style video formats
Data-driven insights via Google Ads’ targeting and reporting capabilities

For Roblox game developers, it opens a new revenue stream without disrupting user experience. Developers can choose where and how to place ads, and retain control over how rewards are distributed.

Example Campaign Scenarios

A sports apparel brand could offer in-game gear as a reward for watching a short ad.
A music streaming service might promote exclusive content or trials to players in rhythm-based games.
A movie studio could offer digital collectibles or trailer access ahead of a premiere.

These campaigns tap into Gen Z’s desire for personalization, fun, and instant value, resulting in deeper engagement and higher conversion potential.

Privacy and Parental Control

Both Google and Roblox emphasized the importance of user safety and data privacy, especially given the platform’s younger demographic. Ads will comply with COPPA (Children’s Online Privacy Protection Act) standards, and parental controls will remain active. Targeting is anonymized, with safeguards in place to prevent misuse of user data.

How Brands Can Get Started

Marketers interested in this opportunity should:

Plan short-form video creatives tailored for Roblox’s visual and cultural style
Use incentives that are relevant and valuable to the user base (e.g., game currency or items)
Leverage Google Ads tools to target audience segments based on interest, device, or location
Monitor campaign performance with a focus on completion rates and in-game actions

Conclusion

Digilogy helps brands enter the world of immersive Gen Z marketing with strategic rewarded ad campaigns across platforms like Roblox. By leveraging Google’s ad technology in one of the most interactive virtual environments, marketers can deliver value-driven experiences that resonate with young audiences and drive results. Contact Digilogy today to activate your next gamified ad strategy.