- Aleph will market Roblox's advertising solutions in seven Latin American countries.
- The platform has over 123 million daily active users worldwide.
- Rewarded video ads achieve a 95% viewability rate and a 90% completion rate.
- Generation Z shows a high predisposition to interact with brands within Roblox.
The digital entertainment platform Roblox has decided to strengthen its advertising presence in Latin America. To this end, it has reached an agreement with Aleph, a firm specializing in the global marketing of digital solutions, which will manage advertising space in seven countries in the region.
The agreement, which was made official this week, aims to provide local brands and agencies with a range of advertising formats integrated into the immersive experiences offered by Roblox. The platform is not just a game, but an ecosystem where users create, socialize, and consume content, and this is the environment that advertisers can now leverage.
What does the alliance between Aleph and Roblox include?
Aleph will market Roblox's advertising solutions in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, and Peru , the company confirmed in a statement. This opens a regional avenue for campaigns deployed within the platform's games and virtual worlds. Aleph's contribution is its local market knowledge, while Roblox provides the technology and ecosystem.
The agreement not only facilitates access to a massive young audience but also offers new tools for measuring the impact of campaigns. According to data from the platform itself, Roblox reaches an average of 123 million daily active users worldwide, a figure that is growing rapidly. In Latin America, the number of daily active users increased by 64% in 2025, according to figures released by Aleph.
Rewarded video ads, the big bet
Among the available formats, Rewarded Video Ads stand out as the most attractive option. These ads offer users the chance to watch an advertisement in exchange for an in-game reward, such as extra lives, virtual currency, or special items. It's an optional format , where the player decides whether or not to watch the ad.
According to data provided by Roblox, this format achieves an average viewability rate of 95% and a 90% completion rate . In other words, most views are completed without the user leaving the ad. This is interpreted as a high level of engagement, although experts point out that it doesn't guarantee sales effectiveness on its own.
Generation Z and advertising on Roblox
One of the main attractions for advertisers is the special relationship younger users have with advertising on the platform. A study conducted by Ipsos for Roblox among Generation Z users revealed that 96% are willing to spend money monthly on customizing their avatars . Furthermore, 70% have used digital fashion from a brand, and 74% are very or extremely likely to consider that brand in the physical world after trying a virtual item.
These data, although from a survey conducted in the United States, reflect trends that could be extrapolated to other regions. The boundary between the virtual and the physical is becoming increasingly blurred , and Roblox has become a perfect showcase for brands to build affinity with younger consumers.
Statements and expectations
Cristian Cores, General Manager of Aleph in Latin America, expressed his enthusiasm for the partnership: “Roblox represents much more than a gaming platform: it’s a space for creation, community, and digital culture.” Stephanie Latham, Roblox’s Global Vice President of Brand Partnerships and Advertising, added that “their deep local knowledge and regional reach will be key to bringing our advertising solutions to more brands.”
Both companies have emphasized that the alliance is not intended to make Roblox a one-size-fits-all solution for all advertisers. Its suitability will depend on the target audience and objectives of each campaign , as well as the ability to measure results beyond impressions. Therefore, brands should carefully evaluate whether this environment aligns with their strategy.
The alliance between Aleph and Roblox represents another step in the consolidation of advertising within immersive environments. With over 123 million daily active users and remarkable growth in Latin America, the platform offers brands the opportunity to connect with young audiences through engaging and voluntary formats. The challenge now is to demonstrate that these ads, in addition to generating visibility, can translate into measurable business results.