Roblox outlines the financial terms creators will face for incorporating brand integrations

Roblox, a platform known for its games, has disclosed the percentage it will retain from brand partnerships.

As reported by GamesBeat, Roblox will charge creators based on cost-per-mille (CPM), meaning per thousand impressions. The charge for U.S. audiences will be $1.50, whereas in the UK, Canada, Australia, New Zealand, and Nordic countries, the cost will be $0.75. Audiences in Western Europe, Japan, and South Korea will have a rate of $0.20, and for the rest of the world, the charge will be $0.05.

Following a 28-day campaign, a universal rate of $0.10 per thousand views will apply globally. These pricing terms will be implemented from January 1, 2027.

Roblox creators have the option to estimate and lock in their revenue-sharing fees before starting brand integrations, enabling them to anticipate their expenses and potentially share some of these with advertisers. The projections are grounded in data from the 56 days before the agreement of the brand integration.

Nick McLachlan, Roblox’s senior product manager overseeing ads and monetization, stated, "We aim to balance open access with the need for brands to understand the value they're receiving." He added, "Our goal is to provide more targeted reach, such as focusing on U.S. users, while respecting privacy limits and empowering creators to set prices accordingly. This process will continue to evolve in sophistication."

Earlier reports of Roblox’s intention to implement charges for brand integrations surfaced earlier this year, with the company clarifying that the motive "is not about revenue."

Stephanie Latham, the company’s Vice President of Global Brand Partnerships and Advertising, explained, "Our initiative is about our responsibilities towards users, creators, and brands. With brands already integrated into Roblox’s daily activities, this move responds strategically to an increasing trend of commercial activities on our platform."