SuperAwesome has been named by Roblox as its commercial and technology partner for under-13 contextual advertising, supported by the launch of a new suite of solutions for Gen Alpha engagement.
The partnership appoints SuperAwesome as the sole third-party vendor of Roblox advertising for under-13s worldwide. Brands will have access to tools to engage Gen Alpha across immersive formats including video billboards, branded portals, homepage ads, and sponsored tiles.
Roblox counts 144.5 million daily active users and 2.9 billion daily views of Roblox-related content on YouTube and TikTok.
In line with changes announced by Roblox in recent months, the partnership is designed to deliver brand-safe advertising for all ages on the platform, including across Roblox Kids and Select modes. All advertising formats will be COPPA-compliant and consistent with industry best practices.
Roblox and SuperAwesome are also partnering to educate and support brands entering immersive gaming through a training program called ‘Blox Aware’. The program will provide a briefing on platform-specific advertising standards and evolving safety protocols, and will feature best practices for creating responsible, high-impact content on Roblox.
The global launch is underpinned by SuperAwesome’s youth-specific insight and content classification data from its Awesome Intelligence platform, which the company says is essential for helping brands navigate a creator-centric platform that sees 15,000 new games uploaded every day. By matching advertisers to the interests of next-gen players, brands can align their budgets with where Gen Alpha fans spend their time, according to the release.
“We believe in powering a better internet for the next generation wherever they are, and they’ve decisively chosen Roblox as their platform for entertainment, play, and building their fandoms,” said Kate O’Loughlin, CEO, SuperAwesome.
“Together, we have the opportunity to help brands engage with kids and tweens responsibly and transparently, while funding high-quality content and supporting creators with improved ad revenue. We’re proud to be selected as Roblox’s trusted partner to deliver this through our leading intelligence products.”
As part of the partnership, SuperAwesome will continue to support advertising across all available formats on mobile, PC, console, and VR, while continuing to build custom brand activations. Roblox will maintain direct sales of inventory for younger audiences to selected strategic partners in North America.
