Roblox used its appearance at CES 2026 to outline how it plans to further expand advertising on its platform, unveiling a new unit called the Homepage Feature ad format. The move signals a continued effort to turn Roblox’s front page into a more commercially viable surface while maintaining the look and feel of a discovery space rather than a conventional ad feed.
The company has increased its visibility at CES this year, moving beyond last year’s limited sponsorship presence to host its own branded meeting area and place executives and partners across multiple industry panels and off-site activations. According to Roblox leadership, the expanded footprint reflects a desire to be seen as a serious participant in the broader digital advertising ecosystem, not just a gaming platform experimenting on the margins.
The newly announced Homepage Feature format will appear alongside existing sponsored placements on Roblox’s homepage. Unlike static tiles, the new unit embeds video creative inside a three-dimensional frame designed to preview experiences available on the platform. The intent is to give users a sense of what an experience offers before clicking through, blurring the line between promotion and content discovery.
Roblox says the format will be available to both large consumer brands and established creators, with pricing structured on a sliding scale comparable to similar high-impact homepage units on other digital platforms. The placement will be targeted by geography and demographic signals, meaning different users will see different homepage features depending on their profile and location. One early test partner was Sam’s Club, while other participants in the alpha phase included e.l.f. Beauty and Universal Pictures, which promoted Five Nights at Freddy’s 2.
Alongside the new format, Roblox also confirmed a partnership with Amazon DSP, adding to a growing list of demand- and supply-side platforms that can now buy Roblox inventory programmatically. The company also shared updated performance figures for its Rewarded Video ads, noting completion rates above 90 percent and average viewability exceeding 95 percent. Executives described these numbers as broadly in line with, and in some cases slightly above, common industry benchmarks rather than outliers.
Not everyone in the Roblox ecosystem sees advertising scale as frictionless. Some creators and analytics firms point to the complexity of measuring exposure in three-dimensional environments as a lingering challenge, especially compared to the binary visibility metrics common in mobile advertising. Roblox leadership, however, argues that its current rewarded and homepage formats are designed to align with measurement standards advertisers already understand, while acknowledging that more experimental 3D formats will require continued collaboration with the wider industry.
Taken together, the CES announcements suggest Roblox is taking a pragmatic approach to advertising growth, focusing on familiar buying mechanics and measurable formats while gradually introducing more immersive options. Whether these homepage features translate into meaningful revenue gains for creators and advertisers alike will depend on how well performance can be tracked and compared against established digital benchmarks.
