Roblox’s new ads promote brands and top creators on the homepage

According to one estimate, there are more than 40 million experiences available on Roblox. With so much competition on platform, brands and creators are hungry for visibility hacks that can cut through the clutter. In response, Roblox is offering a new form of promotion for its ad partners and community members — but that coveted service will come at a price.

At CES, Roblox execs unveiled a new ad format they have dubbed the “Homepage Feature.” Brands and creators who buy into the format will receive prominent placements on the central Roblox landing page. They’ll be able to tease in-world experiences on a prime piece of real estate while Roblox continues to improve its ad offerings.

Sam’s Club became the first Roblox ad partner to take advantage of the new format. The retailer placed a spot on the Roblox home page that promotes games and deals it has brought to its virtual Roblox storefront. Users who click on the ad will zoom into a video player that Roblox describes as an “immersive, 3D environment.”

The Homepage Feature ads arrive at a pivotal time for Roblox. There’s no question that the platform delivers significant payouts to creators and holds massive marketing potential for brands. Creator payouts surpassed $1 billion in 2025, and over the same period, more than 200 brands launched sponsored Roblox experiences. As the caalendar flips over to 2026, those partnerships are as coveted as ever, with major companies like FIFA

buying into Roblox world that were initially developed by indie creators.

At the same time, there are ongoing questions about the maturity of Roblox’s ad ecosystem. Creators have asked the platform’s leaders to be more upfront about the process it uses to choose recommended titles, and some advertisers are concerned that their ability to accurately measure Roblox campaigns is spotty (what else is new?) Meanwhile, competitors like Fortnite are looking to challenge Roblox’s dominant market share.

The Homepage Feature ads won’t address all those complaints, but they send a clear message to both brands and creators: If you want to ensure that you get eyeballs on your experience, all you need to do is pay up.

“It’s so important to show up where your audience spends most of their time,” said Sam’s Club Lead of Partnerships and Growth Marketing Leslie Shepard in a statement. “In addition, this ad placement is strategically located where the most relevant games are being served – creating an organic, stronger connection to the audience than ‘traditional’ digital ad placements.”

Roblox claims that early Homepage Feature buyers like Sam’s Club, Universal Pictures, and e.l.f. are pleased with their initial returns. More advertisers will be able to take the format for a spin when it emerges out of closed beta “soon.”