Roblox unveils new partner programme to improve ad content delivery

Digital game platform and game creation company Roblox has unveiled its new Roblox Partner Programme , created to expand brand innovation and enable a self -serve, global advertising ecosystem on its platform.

The Roblox Partner Programme was unveiled at the Cannes Lions advertising festival on 21 June, and it aims to implement a community-forward approach that is set on engaging a diverse network of platform advocates in global education and best practice sharing for brands. These include Roblox developer studios and early adopters among agencies, brands and third-party sellers.

The Roblox Partner Programme offers benefits to its partners who partake in the program, such as access to advanced education, resources, data and insights from Roblox, as well as being subjected to the same pricing and financial benefits when offering Roblox Immersive Ads to their clients.

It will concentrate on four central sectors: platform education, research and measurement, product or content innovation and immersive ads to aid brands in achieving their business goals through facilitating faster on-platform content discovery.

Don't miss: Singapore Tourism Board partners Roblox to launch new immersive experience

The first batch of signed partners include Century Games, Dentsu, Dubit, Playwire, Sawhorse, The Gang Group and Vayner3. These brands bring with them experience in curating 3D immersive content and creative advertising solutions that are beneficial to other marketers unacquainted with the platform.

The first batch of signed partners play an integral role in facilitating the programme said Ashley McCollum, head of immersive media solutions at Roblox.

“The founding members of the Roblox Partner Programme represent all corners of the advertising ecosystem and have been leaning into Roblox for years. They will be crucial to driving brand innovation forward on the platform, ultimately enabling any and all brands to have a presence on Roblox.”

The programme is another step towards Roblox's long-term vision of building an economy where anyone can create, sell and earn on its platform, and expanding its community with new partners who will play a key role in enabling this future, according to  Manuel Bronstein, chief product officer of Rolox..

“The demand from brands to connect and engage with our global audience, be it through 3D immersive experiences, digital items or our new Immersive Ads products for faster on-platform content discovery, continues to grow. Our new Partner Programme will support the development of new ecosystems and help us further scale brand innovation and self-serve advertising on the platform,” said Bronstein.

“We took a page from the traditional advertising books by building a partner programme around our new media offering, but changed the game by making it community forward and welcoming developers alongside agencies and brands so they can partake in the growth of our Immersive Ads business,” McCollum added.

The news comes just as Singapore Tourism Board announced its partnership with Roblox to deliver an immersive experience titled Singapore Wanderland on online gaming platform Roblox in a bid to reach new audiences and drive affinity for Singapore by inviting users to explore Singapore’s iconic attractions.

Singapore Wanderland puts a whimsical spin on real-life attractions using three mini-games, where players can earn magic orchids to transform a garden with STB’s destination mascot Merli. The experience has since drawn over two million visits since its beta version launch on 11 May 2023

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