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Roblox Plans Major Ad Policy Changes and Creator Revenue Share by 2027

Friday, March 20, 2026 at 4:22 PM

Popular gaming platform Roblox announced Friday it will begin taking a cut of creator advertising deals starting in January 2027. The company is also implementing new advertising guidelines in May to attract more brands and boost creator earnings.

Gaming platform Roblox announced Friday that it will begin collecting a percentage of revenue from brand partnerships within games beginning next year, part of sweeping changes to its advertising policies aimed at attracting more corporate sponsors and boosting payments to content creators.

The platform has been working to expand beyond traditional gaming into a comprehensive destination for online shopping, social interaction, and brand marketing. Last year, the company unveiled new advertising options and formed a partnership with Google to develop its growing advertising business.

Beginning in January 2027, the new revenue-sharing model is designed to address what Roblox described as a “race to the bottom” in pricing that stems from inconsistent measurement standards and unclear pricing structures, the company explained in a Friday post on its developer community forum.

“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,” the company stated.

Roblox indicated it is continuing to work out specific details with content creators and plans to provide additional information during the second quarter.

Additionally, the company announced that starting May 4, age-appropriate advertising content will be allowed on the platform.

“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 company explained.

The new system will require creators to register all brand partnerships with Roblox prior to launching campaigns and submit materials for review. The platform will also roll out new advertising identification tags built into its Studio development tool, giving users the ability to flag unwanted promotional content.

The company specified that reward-based advertising and certain business categories, including food, beauty products, pharmaceuticals and financial services, will be off-limits for users younger than 13.

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