Common Sense Networks teams up with ‘Roblox’ publisher for child-safe ad partnerships

Common Sense Networks is bringing additional safeguards to ad campaigns on platforms like Roblox and Fortnite. The firm known for evaluating media based on its suitability for children has teamed up with publisher Super League for a global partnership centered around kid-friendly branded content.

A press release describes the deal as “a new initiative that enables brands to connect with young audiences on a global scale in safe and suitable ways across major gaming and video platforms, including Roblox, Fortnite Creative, Minecraft, YouTube, TikTok, and beyond.” Those hubs are flourishing thanks to the game-creation capabilities they offer and the monetization opportunities they present.

As Roblox in particular becomes a touchstone of Gen Alpha culture, brands are figuring out how to reach young consumers on the platform. Some advertisers, such as Paris Hilton’s 11:11 Media, have found that Roblox-based campaigns deliver the same level of buzz as a $60 million initiative.

The partnership between Common Sense Networks and Super League will bring more brand safety measures to those game-based campaigns. The latter company, which is an official member of Roblox Partner Program, will help advertisers access more than 3,500 Roblox experiences as well as the top 100 maps on the Fortnite Creative hubs. Common Sense Networks will bring its suite of data and distribution tools to the partnership.

“The intersection of gaming and video content represents a dominant footprint for kids on digital platforms. Our marketing partners constantly seek compliant, data-driven solutions to share their messages and services at scale across video and gaming platforms,” Common Sense Networks CEO Eric Berger said in a statement. “Partnering with Super League ensures that together we can deliver best in class child-safe advertising and media products at unprecedented scale, with age-appropriate brand solutions across the most significant content channels in the world.”

Common Sense Networks has long studied the internet habits of young consumers, and that topic has recently been the subject of much debate in Washington. As Congress decides on the best way to protect underage social media users, money is still flowing into Roblox, so the pact between Common Sense and Super League comes at the perfect time.