Roblox Will Take a Cut of In-Game Sponsorship Revenue

Roblox is coming for the sponsorship money. The gaming platform giant is planning to take a slice of revenue from sponsorship deals that run inside its games, according to an internal memo reported by Bloomberg's Cecilia D'Anastasio.

The move is part of a sweeping overhaul of the company's advertising policies, set to kick in starting May 4. The changes signal Roblox's growing push to formalize and monetize the ad ecosystem that's exploded across its platform.

For developers who've been cutting sponsorship deals independently, this is a significant shift. Roblox is essentially inserting itself as a middleman in arrangements that previously flowed directly between brands and creators.

The platform has been steadily building out its advertising infrastructure, and this policy revamp looks like the next logical step in turning Roblox into a full-blown ad platform — not just a game engine.