They wish to use the Roblox engine…to make fully animated content. Yes, as in animation projects and not gaming projects.

It's Roblox building a second engine for growth. Until now, the platform has leaned heavily on digital purchasesbut the ad game could open up higher-margin revenue at scale.

The new ad partnership creates access to Roblox's 85 million daily users through rewarded video ads, allowing brands to reach Gen Z audiences.