The partnership sees SuperAwesome appointed as the sole third-party vendor of Roblox advertising for under-13s worldwide
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 sees SuperAwesome appointed as the sole third-party vendor of Roblox advertising for under-13s worldwide across all available formats on mobile, PC, console, and VR.
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 as they enter immersive gaming through a specialized training program called ‘Blox Aware’. The program will provide a briefing on platform-specific advertising standards and evolving safety protocols, and will also feature best practices for creating responsible, high-impact content on Roblox.
Kate O’Loughlin, CEO, SuperAwesome, said: “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. 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.”
The global launch is underpinned by SuperAwesome’s youth-specific insight and content classification data from its Awesome Intelligence platform. This is essential for helping brands navigate the fragmentation inherent to 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.
