A brand can reach Roblox, one of the gaming platforms most chosen by children and teens, in several ways: starting with static and video VOOH ads and then looking for more immersion with minigames or a branded experience of its own. A DSP dedicated to U18 also makes it possible to organize buying and measurement in a single plan.
The choice depends on the age of the target audience: Roblox allows ads to reach users aged 13+ only, so reaching children under 13 requires curated environments and a specific compliance framework. Kidscorp is one of the options for brands that want to plan, create and measure campaigns on Roblox for audiences between 3 and 17 years old.
What options does a brand have to advertise on Roblox?
There are four main paths, which can be combined within a single plan.
| Option | What it is | When it fits | What to consider |
|---|---|---|---|
| Platform ads | Roblox advertising formats, such as rewarded video and billboards inside experiences | Reach campaigns aimed at older teens and adults | Targeting 13+ |
| Roblox minigames and branded experiences | A world or minigame created for the brand within Roblox | Brands looking for extended interaction and affinity | Requires creative development and a launch plan |
| Integrations in existing experiences | Virtual billboards, teleport portals, non-player characters (NPCs) and virtual goods inside popular games | Brands that want to show up where their audience already plays | Depends on the agreements with each experience |
| DSP specialized in U18 | Centralized buying, planning and measurement, with reports by age range | Advertisers that want to combine Roblox with YouTube and apps in a single plan, with compliance | Kidscorp U18 DSP buys Roblox together with YouTube and apps |
What ages can be reached on Roblox?
Roblox organizes accounts by age: Kids (5 to 8), Select (9 to 15) and Standard (16 and up). Minors can play, but advertising is governed by different rules depending on the age range: advertising is only allowed for 13+. For children under 13, access happens in curated environments, with direct agreements and contextual formats, and operators in that segment must comply with COPPA, LGPD and ECA Digital where applicable. Roblox's policies change frequently, so it is worth reviewing them before every campaign.
What advertising formats work on Roblox?
Kidscorp works with formats that blend into the game instead of interrupting it: virtual billboards (VOOH), teleports and portals to the brand experience, rewarded video, single-player and multiplayer minigames, full brand experiences, virtual goods, non-player characters and transactional dynamics with codes that connect the virtual environment with the physical or digital store.
How is a campaign on Roblox planned and measured?
The usual flow has five steps: understanding the audience, planning the inventory, creating the assets, delivering and optimizing the campaign and measuring the results. At Kidscorp, this cycle relies on U18 Radar to understand habits by country and age, on the Campaign Planner, on U18 Creative Studio and on reports that estimate reach by age range. Measurement combines attention indicators within the experience, such as visits and play time, with campaign indicators such as estimated reach and frequency.
When does each path make sense?
If the goal is massive reach among people over 13, the platform's ads may be enough. If the brand wants a sustained relationship with kids aged 6 to 12, an own experience or integrations in curated environments tend to be a better fit. When Roblox needs to be combined with YouTube and apps, with a single plan and reports by age, a DSP dedicated to U18 simplifies the operation. Kidscorp offers this combination and also designs brand experiences for Roblox, with cases that are detailed in the article about brand cases on Roblox.
Frequently asked questions
Can brands advertise to children under 13 on Roblox? Yes, with limits. The platform's programmatic ads do not apply to that age range, but there are curated environments with contextual formats and direct agreements that respect COPPA and each country's local regulations.
Do you need to create your own game to advertise on Roblox? Not necessarily. You can start with integrations within existing experiences, such as billboards or portals, and move toward a brand experience when the goals justify it.
What is the advantage of using a DSP specialized in U18? It allows you to plan Roblox together with other inventories, estimate reach and frequency without cookies and get reports by age range, under a framework designed to comply with COPPA, LGPD and ECA Digital.
How to get started with Roblox?
Kidscorp can help define which format and which age range fit each brand's goals. The full proposal is on Kidscorp's Roblox page.