Online gaming company Roblox Corp said on Friday it plans to launch 3D advertising on its platform next year as it strives to diversify its revenue streams beyond shopping in the Game.
It will test ads with developers and a handful of advertisers by the end of this year, Roblox said at its annual developer conference.
The 3D advertising experience, better known as “immersive ads,” will only reach audiences ages 13 and older, Roblox said.
The announcement, however, comes at a time when a deteriorating economy continues to ravage the advertising industry, including giants such as Snap Inc and Facebook owner Meta Platforms.
California-based Roblox, famous for its “Jailbreak” and “MeepCity” games, has felt the pinch of post-lockdown schools reopening and rampant inflation that has weighed on user spending.
To combat chilling demand, Roblox has dubbed the “metaverse,” a virtual space where players can do everything from hang out and chat, shop, and attend concerts.
Currently, it generates most of its revenue from its “Robux” virtual currency, which children use to upgrade player avatars by purchasing in-game items such as accessories or pets.