Roblox announce revenue sharing model

Roblox has announced a major overhaul of its economic ecosystem, introducing a new revenue-sharing model for in-game brand deals and expanding its 70% revenue share for premium “paid-access” experiences.

The move, announced on Friday, March 20, signals Roblox’s shift from a purely gaming platform to a standardized media and e-commerce hub, aiming to attract professional studios and major global brands.

1. The “Brand Deal” Revenue Share (Coming 2027)

For the first time, Roblox will take a direct cut of revenue earned from independent brand sponsorships and integrations within games.

• Standardization: Currently, creators often negotiate flat-fee deals with brands. Starting January 2027, Roblox will implement a revenue-sharing model that scales like traditional media.
• The Goal: Roblox aims to eliminate “race to the bottom” pricing by providing brands with standardized measurement, price transparency, and aggregated ad labels.
• Registration Requirement: Starting May 4, 2026, creators will be required to register all advertising integrations (brand deals) with Roblox before they go live for moderation.

2. Higher Revenue Share for Paid Games (70%)

In a bid to attract higher-quality “premium” content, Roblox is officially rolling out its improved revenue split for paid-access experiences (games purchased with real currency).

• Market Parity: This change brings Roblox’s payout for premium titles in line with major platforms like Steam, Xbox, and PlayStation.
• Contrast to “Freemium”: Developers of free-to-play games supported by Robux microtransactions typically receive a lower 30% cut.

3. The New “Ad Policy” Overhaul

Effective May 4, 2026, Roblox is introducing strict new guidelines to clarify what constitutes an “advertisement” on the platform.

• Definition of an Ad: Any content involving compensation from a brand or promoting off-platform products must now be explicitly labeled as an “Ad” using new Studio tools.
• Under-13 Protections: * Prohibited Categories: Ads for food, cosmetics, pharmaceuticals, and financial services will be blocked for users under 13.
  • No “Rewarded” Ads: Younger users will no longer be allowed to participate in “Rewarded Video” or engagement-based ad formats.
• New Ad Formats: Roblox is launching a native “Rewarded Video” format and expanded virtual billboards to help creators monetize without relying solely on item sales.

The “Creator Store” and Marketplace Splits

Beyond games, Roblox continues to offer a “market-leading” split for utility assets:

• Creator Store (Plugins/Models): Creators keep nearly 100% of the USD sales price, with only taxes and payment processing fees deducted.
• Avatar Marketplace: Creators generally earn 30% of Robux sales for accessories and animations, though this can rise to 90% for certain real-money plugin sales.

“A revenue share that scales like media will help brands report and value integrations like they do on other platforms,” Roblox stated. “Today’s flat-fee structures often leave creators earning less, not more.”