Marketecture: Get Smart. Fast. Inside Roblox’s Growing Ad Platform with Louqman Parampath
Jun 9, 2025
Louqman Parampath, VP of Product for Ads and Commerce at Roblox, shares insights into the gaming giant's innovative ad platform. He discusses the platform's massive user base and how brands are creatively engaging with Gen Z through immersive ads. Topics include the integration of rewarded videos and sponsored content, and the commitment to brand safety in a youth-centric space. Louqman also dives into the future of digital advertising in gaming and the unique challenges Roblox faces in this competitive landscape.
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Roblox Ad Products and Formats
- Roblox offers advertising to creators for user acquisition via sponsored tiles and paid search.
- They sell ad inventory across experiences to brands including rewarded videos as a standard in-app ad unit.
Immersive and Rewarded Video Ads
- Roblox ads include immersive billboards, portals between experiences, and rewarded videos.
- Rewarded video ads are opt-in full-screen ads that give users in-game rewards.
Roblox Ad Sales Strategy
- Roblox offers both direct and programmatic ad buying to meet market preferences.
- They aim to make advertising standard, liquid, and integrate with programmatic partners like Google.