Youth marketing firm SuperAwesome has been appointed Roblox’s commercial and technology partner for “under-13 contextual advertising.”
SuperAwesome said the partnership sees them appointed as the “sole third-party vendor” for under-13s worldwide, “extending SuperAwesome’s intelligent advertising capabilities to Gen Alpha’s favorite platform.”
The partnership will align with changes introduced by Roblox in recent months and ensure 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,” the company added.
As part of the deal, Roblox and SuperAwesome are also partnering to “educate and support brands as they enter immersive gaming” through a specialized training program called ‘Blox Aware,’ which will provide “platform-specific advertising standards and evolving safety protocols, and will also feature best practices for creating responsible, high-impact content on Roblox.”
“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,” said SuperAwesome CEO, Kate O’Loughlin.
“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. We’re proud to be selected as Roblox’s trusted partner to deliver this through our leading intelligence products.”
Roblox recently introduced two new age-based accounts for minors: Roblox Kids for children aged five to eight, and Roblox Select for users aged nine-15.
