According to Gamesbeat, several sources have revealed that Roblex executives have recently been meeting with key stakeholders to discuss upcoming policy changes. Starting next year, Roblox will begin to collect the results from the creators who publish brand integration on its platform.
The Vice-President of Roblox Global Brand Cooperation and Advertising, Stephanie Latham, stated that the cost was only part of a broader change that the company had been preparing for for some time, which would expand creator access to advertising formats and provide more tools to work with brands. Stephanie Latham stressed: “This is not really about income generation. It’s about our responsibility to our clients, creators and brands. The brand has become a daily part of Roblox, a strategic response to the growth of business will that we see daily on the platform.” This policy change marks a significant shift in the way Roblox manages advertising partnerships. Currently, the company takes a 30 per cent share of the applied in-sourcing income, but allows the creators to sign independent authorization and advertising agreements. Stephanie Latham added: “We can transform piecemeal trade into a scalable ecosystem by standardizing the way we measure and label advertising. So that creators can get value-matched gains on the platform, while we Roblox deal with the complexity of global compliance.”
When asked whether this would prevent creators from maintaining independent contacts with advertisers, thereby provoking anti-monopoly concerns, Roblox stated that the branding process would “ensure the security of content displayed on the platform”. “Security is the top priority of Roblox, and we are ensuring that business outreach is properly disclosed to users. In addition, we are reviewing the content to ensure that it reaches the right audience and provides additional services such as internal advertising tests.” The specifics of the new policy are not yet clear, but Stephanie Latham has indicated that these changes are not expected to take effect until 2027 and that the ongoing transactions between now and the end of this year will not be affected. Stephanie Lathem said: “The spirit of bringing them together is to ensure that, in the coming months, we can find a formula that will bring maximum value to all”. Roblox recently announced two new developers’ plans, the Roblox Incubator and the Roblox Rapid Start, aimed at “supporting creators interested in exploration, desire to create and expand”. The former is a six-month incubation project designed to support experienced teams “to sharpen the promising concept of a new game into a fine, scalable and business-successful game” and all project participants will be guided and supported by “Roblex subject experts and help participants build audiences with their games”.
Last month, following a lawsuit filed by Los Angeles officials against Roblox for “failure to protect children from abuse”, Roblox strongly refuted his allegations of harm to children. The Australian Government had previously taken similar action by requesting Roblox to respond to “the fear of exploitation of children in Roblox services”.