adminRoblox under-13 advertising is set to be supported by a new partnership with youth marketing company SuperAwesome. The agreement covers contextual advertising for younger users and includes measures intended to help brands advertise responsibly across the platform.
Image credit: SuperAwesome
What the Roblox under-13 advertising partnership includes
Roblox has appointed SuperAwesome as its commercial and technology partner for under-13 contextual advertising. SuperAwesome says it will serve as the sole third-party vendor for this type of advertising to under-13s worldwide, bringing its advertising capabilities to Roblox.
The companies say the arrangement is designed to align with changes Roblox has introduced in recent months. It covers brand-safe advertising for users of different ages, including experiences in Roblox Kids and Roblox Select modes.
Contextual advertising generally relates ads to the content or setting in which they appear. The specific advertising formats and safeguards used on Roblox will depend on the platform’s standards and the partnership’s implementation, so brands should review the applicable requirements before planning a campaign.
Advertising standards and child safety
SuperAwesome stated that advertising formats covered by the partnership will comply with the Children’s Online Privacy Protection Act (COPPA) and follow industry best practices. This is the companies’ stated commitment; advertisers should also check current platform rules and relevant legal requirements for each campaign.
The partnership is intended to provide a framework for advertising in an environment used by children and teens. For families, a practical point is that advertising may appear within digital experiences, while the platform’s age-based settings and safety measures determine how those experiences are organized.
Blox Aware training for brands
Roblox and SuperAwesome are also developing a specialized training program called Blox Aware. It is intended to help brands understand Roblox-specific advertising standards, changing safety protocols, and practices for creating responsible content in immersive gaming environments.
Training can help advertisers understand the platform before launching a campaign. Brands considering Roblox should pay attention to the program’s guidance on age-appropriate creative, placement requirements, and any updates to safety rules.
Roblox Kids and Roblox Select age groups
Roblox recently introduced two age-based account types for minors. Roblox Kids is for children aged five to eight, while Roblox Select is for users aged nine to 15. These categories are relevant to how the platform organizes experiences and advertising provisions for younger audiences.
SuperAwesome CEO Kate O’Loughlin said the partnership aims to help brands connect with children and tweens transparently and responsibly. She also noted that advertising revenue can support high-quality content and creators on the platform.
What the partnership means for Roblox under-13 advertising
The agreement places SuperAwesome in a central role in Roblox under-13 advertising, combining contextual ad services with brand training and stated safety standards. As Roblox’s age-based account options and advertising policies evolve, brands should consult the latest platform guidance and ensure campaigns meet applicable privacy and child-protection requirements.
