Roblox immersive advertising may arrive sooner than expected

pcgamesn.com:

In an exclusive interview with Bloomberg, Roblox CEO Dave Baszucki recently announced the platform would launch its foray into Roblox immersive advertising before the end of the year. However, it looks like that rollout could take place in the sandbox game sooner than many expected.

The newest Roblox software update shows a script that contains references to ‘AdGui,’which some developers speculate is the first cluethat these immersive advertising features are on the horizon. If developers are correct, its inclusion shows the company is taking steps to begin testing and advertising such ad content on the platform. 

In the interview, Baszucki describes the forthcoming ad platformas “visionary” and says it’s “immersive and native and actually feels fun rather than getting in the way of our players.” The timing would be ripe for the platform to include such features, as Roblox failed to reach its earnings projections for Q2 2022, which caused the stock to drop significantly. Drawing on the fact that Roblox use is growing among young adults, Baszucki also noted immersive advertising experiences tend to monetize better with older users, who tend to spend more money on digital experiences.

“This has been a vision for a long time,” Baszucki said in the interview. Immersive advertising refers to things like billboards or pop-up shops in the town centre on a platform. He said the company is optimistic these things will add to the Roblox experience rather than detract from it. 

Brands spending money on Roblox-based activations do so to build a brand experience into something fun and immersive. This differs from other, more common digital advertising methods such as display ads or ad retargeting on social media platforms. Those