Expanding our Programmatic Partnerships
We’re focused on enabling brands to buy on Roblox with ease. Building on our foundational partnership with Google, we’re expanding programmatic access this year with leading platforms to unlock Roblox’s premium video inventory for thousands of additional advertisers globally:
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Demand-Side Platforms: Amazon DSP and Liftoff
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Supply-Side Platforms: Index Exchange, Magnite, and Pubmatic
“Brands are seeking distinctive ways to engage Gen Z and Gen Alpha audiences in immersive environments. Amazon DSP enables advertisers to access high-quality video inventory at scale across these emerging platforms, providing buyers with simplified tools and measurement capabilities to reach valuable audiences effectively. This partnership expands our programmatic capabilities in the high-engagement, creator-driven landscape.” —Chris Conetta, Director, Amazon DSP
“Our partnership with Roblox strengthens the ways brands can show up meaningfully in one of the largest gaming platforms in the world. By opening new opportunities for creators to generate revenue via premium advertising, we’re supporting sustained growth across a vibrant global community while giving brands a powerful way to connect with passionate leaned-in audiences at scale.” —Mike Laband, Group SVP, Revenue, U.S. at Magnite
These integrations ensure a flexible, scalable path for brands to invest in immersive media and drive more revenue to creators.
Brand Partners Define the Future of Immersive Advertising
As Roblox emerges as a major cultural engine, top studios, leagues, and brands are tapping the platform to amplify their tentpole moments and meet the next generation where they already are.
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Entertainment: Seven of the 10 top-grossing U.S. domestic films last year activated on the platform. Universal’s “Jurassic World Rebirth” delivered approximately 2 billion impressions this past summer, and “Wicked: For Good” activated a multiworld, multiformat campaign with almost 8 billion impressions this past winter.
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Sports: Major leagues are hosting innovative experiences for next-generation fans, including the recently announced FIFA Super Soccer creating updates tied to the upcoming FIFA World Cup 2026™, NFL Super Bowl LX content that will live within NFL Universe Football, and the NBA’s launch of both NBA Champions and NBA Heroes, their game in partnership with the Players Association.
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Toys and Family Entertainment: Mattel is expanding its partnership in 2026 with new games across its portfolio including Monster High, Barbie, Hot Wheels, Masters of the Universe, UNO, and more.
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Financial Services: H&R Block is returning this year after a successful 2025 campaign that used a combination of paid media and immersive integrations to subtly introduce concepts like understanding the tax implications of in-game earnings to gamers.
“Integrating tax information for gamers into Roblox allows H&R Block to reach customers who have less experience with the tax filing process,” said Andrew Martinson, Senior Manager, H&R Block. “That’s why we thoughtfully worked with Roblox developers to design a fun way to introduce our brand’s ability to help with tax and big financial decisions in the real world in a way that adds value to their gaming experience.”
Roblox delivers engagement, loyalty, and storytelling no other platform can match—and 2026 will unlock even more tools and opportunities for brands. Now’s the time to lean in.
