Roblox partners with SuperAwesome to bring "brand safe advertising" to under-13s. Youth marketing firm SuperAwesome has been appointed Roblox's commercial and technology partner for "under-13 contextual advertising."
Youth marketing firm SuperAwesome has been appointed Roblox's commercial and technology partner for "under-13 contextual advertising." The partnership designates SuperAwesome as the "sole third-party vendor" for under-13s globally, extending their intelligent advertising capabilities to Gen Alpha's favorite platform. This collaboration aims to ensure brand-safe advertising on Roblox, aligning with recent platform changes and applying COPPA-compliant and industry best practices across all ages and modes.
Additionally, the partnership involves a joint initiative named ‘Blox Aware,' focusing on educating and supporting brands entering immersive gaming. Through this program, Roblox and SuperAwesome will provide platform-specific advertising standards, safety protocols, and best practices for responsible content creation on Roblox. SuperAwesome's CEO, Kate O'Loughlin, emphasized the opportunity to engage with young audiences transparently, fund high-quality content, and support creators with improved ad revenue.
Roblox's recent introduction of age-based accounts, namely Roblox Kids for ages five to eight, and Roblox Select for ages nine to 15, complements their commitment to providing a safe and engaging environment for young users.
