Until now, Roblox advertising has been limited to traditional banners and sponsored listings as players search for games. Immersive advertising will allow brands to reach audiences directly in the Roblox experience, the company said. Ads are only shown to players over the age of 13 and do not exclude players from the experience. That means you can’t send it out to his website for the brand. Roblox also does not allow third-party data or user tracking.

This marks the early stages of Roblox’s evolution into a full-funnel shopping experience. “Ultimately, we hope to bring transformation to the Roblox experience,” said Richard Sim, senior director of product at Roblox.

The new format could be a big step for brands testing the metaverse and looking for a safe place to connect with Roblox’s 52 million average daily active users. Brands like American Eagle, Vans, Tommy Hilfiger, and Nike all set up Roblox worlds to raise awareness. Roblox’ revenue comes from players purchasing his Robux, the platform’s currency, so it didn’t have to rely on advertising sales. This has allowed Roblox to “think hard” about how to work with more advertisers, Sim said.