“Many brands and many ad agencies are trying to catch up to that, and we understand that there’s a gap in knowledge.” The Roblox developer community is really immersed in our audience, and in a kind of totally new world,” said Roblox head of immersive media solutions Ashley McCollum. “In many ways, the Roblox community and Madison Avenue couldn’t be further apart. Snapchat, TikTok and numerous other social platforms have made similar moves while standing up their own advertising businesses in past years. For media platforms like Roblox, this kind of program comes directly out of the tried-and-true playbook for building a successful advertising business. The initial roster of participants in the Partner Program includes in-game creator studios and agencies focused in the Web3 and metaverse spaces, as well one agency holding company, in the form of Dentsu. “Our partnerships work continues to accelerate as we experiment with new technologies like Immersive Ads and grow our partner community and brand education through our new Roblox Partner Program.”

“We’ve seen dozens of top brands and partners building communities and successfully creating on our platform in a variety of groundbreaking formats, and we firmly believe that all brands will eventually have a presence on Roblox,” Wootton said.

One takeaway from this flurry of brand partnership activity: Roblox is deadly serious about building an advertising business that will catch the eyes - and marketing budgets - of major brands. From her previous role administering partnerships, Wootton’s expanded duties now include overseeing Roblox’s business development and education groups. Today, the company elevated former vp of global brand partnerships Christina Wootton - who oversees and helped build the program - to the role of chief partnerships officer.

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