Roblox, the popular gaming platform, has revealed its pricing strategy for brand integrations.
In a conversation with GamesBeat, Roblox announced that creators will be charged based on a cost-per-mille (CPM) model, varying by region. The cost for US visitors will be $1.50, while visitors from the UK, Canada, Australia, New Zealand, and Nordic countries will be charged $0.75. Visitors from Western Europe, Japan, and South Korea will cost $0.20, and the rest of the world will be charged $0.05.
After 28 days, the pricing will standardize to $0.10 per thousand customers globally. These rates will go into effect on January 1, 2027.
Prior to launching brand integrations, Roblox creators can predict and secure revenue-sharing fees to anticipate costs and share them with advertisers. Forecasts will be based on the 56 days preceding the brand integration agreement.
“Some creators want to showcase integrations to all platform users while ensuring transparency for brands to understand the value they’re receiving,” explained Nick McLachlan, Roblox’s senior product manager for ads and monetization.
McLachlan added, “We aim to provide more targeted options, allowing creators to tailor prices based on the audience they want to reach. As we enhance our targeting capabilities, creators can expect a more sophisticated approach moving forward.”
Although news of Roblox charging creators for brand integrations surfaced earlier this year, the company emphasized that the goal was not purely financial.
“Our focus is on evolving our commitment to users, creators, and brands,” stated Stephanie Latham, Roblox’s VP of global brand partnerships and advertising.
“Brands are already a significant part of the Roblox experience, and this strategic move is in response to the growing commercial activity observed on the platform,” Latham concluded.