SuperAwesome, the leader in technology for safely engaging Gen Alpha and Gen Z, 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.
With 144.5 million daily active users and 2.9 billion daily views of Roblox-related content on YouTube and TikTok, Roblox is a dominant platform for reaching Gen Alpha and Gen Z audiences.
The partnership sees SuperAwesome appointed as the sole third-party vendor of Roblox advertising for under-13s worldwide, extending SuperAwesome’s intelligent advertising capabilities to Gen Alpha’s favorite platform. Brands will now have the information and tools to confidently and safely engage Gen Alpha across immersive formats like video billboards, branded portals, homepage ads, and sponsored tiles.
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.
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.
Of the partnership, Kate O’Loughlin, SuperAwesome’s CEO, 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. We’re proud to be selected as Roblox’s trusted partner to deliver this through our leading intelligence products.”
As part of the partnership, SuperAwesome will continue to support advertising across all available formats on mobile, PC, console, and VR, while continuing to build market-leading custom brand activations. Meanwhile, Roblox will maintain direct sales of inventory for younger audiences to selected strategic partners in North America.
