Roblox collaborates with SuperAwesome to introduce "brand safe advertising" targeted at children under 13

The youth marketing agency SuperAwesome has been named the exclusive commercial and tech collaborator for Roblox's "under-13 contextual advertising."

SuperAwesome announced that this collaboration positions them as the exclusive external provider for global advertising targeting children under 13, enhancing their smart advertising services on a platform popular with Gen Alpha.

This alliance will integrate with recent updates from Roblox to secure age-appropriate and secure advertising across its network, including Roblox Kids and Select versions.

The company also highlighted that all advertising approaches will adhere to COPPA standards and industry norms.

An additional feature of the agreement includes Roblox and SuperAwesome collaborating to guide brands in entering the immersive gaming space. This effort will be supported by a training initiative titled ‘Blox Aware,’ offering instructions on platform-specific advertisement criteria, evolving safety measures, and guidelines for creating impactful and responsible content on Roblox.

SuperAwesome CEO, Kate O'Loughlin, expressed enthusiasm for this mission, noting, "We are committed to fostering a better internet for young users who largely favor Roblox for fun, engagement, and community building." She emphasized the partnership's potential to enable brands to connect with younger audiences ethically, while also funding quality content and enhancing creators’ revenues.

Roblox has also recently implemented two new age-specific accounts aimed at younger demographics: Roblox Kids for ages five to eight, and Roblox Select for those between nine and fifteen years old.