The Noob Guide To Roblox Influencer Marketing
The complete playbook for marketers, creators, and developers who want to master authentic content creator partnerships in the Roblox ecosystem. Enjoy a limited preview or subscribe (free) to unlock the full content.
Written by Aurelie Ho, last updated on Aug 2025.
Roblox is experiencing remarkable growth and attention in 2025! You've probably heard of Grow a Garden, which achieved an incredible milestone with 21 million CCU (concurrent users), surpassing Fortnite's previous record of 15 million.
In comparison, Steam's record is 40 million CCU across all its titles! And a few other games are on their way to break records as well (99 Nights in the Forest).
What makes Roblox so popular, and how can brands and creators work together to make marketing less intrusive and more relevant to this audience?
Roblox stands out as one of the most popular online communities, attracting over 88 million daily users who spend an average of more than 2.5 hours engaging in gameplay and social interactions. But here's another insane stat that not many talk about:
Roblox-related content on YouTube gets billions of views every month, with total views surpassing a trillion!
For years, brands have engaged Roblox fans with hit games (Skibidi Toilet, NFL, Sonic), events and in-game experience (Lego, Netfilx), and collaborations with with top Roblox content creators.
The real challenge is that many marketing strategies still fail to truly resonate with what sets Roblox apart and connect with its buzzing community—especially YouTube creators who are key to shaping its culture.
I have worked with macro YouTube influencer with millions of subscribers in the entertainment niche, running large campaigns for top brands, and in this guide I'll tell you exactly how to make ads people want to watch, what to avoid and how to get help to make your next Roblox content creator partnership a success!
Let's get into it!
Contents
- What is Roblox
- Roblox Creator Landscape
- Roblox Marketing in 2025
- Finding the Perfect YouTube Collab
- What Makes Partnerships Succeed
- Producing Roblox Ads
- Running a Campaign
- Legal Essentials for Roblox and YouTube
- Measuring Performance
- Pitfall to Avoid
- Getting Help
- More Resources
*Use chapters to navigate faster
What is Roblox
A clear intro to the platform & its global audience
TL;DR Roblox is a platform for gaming and socializing, where users can play a huge range of games and interact with friends. Popular among all ages, Roblox features user-created games called "experiences" built in Roblox Studio, where creators and brands also design and sell digital items in the marketplace.
- Roblox isn't just for kids: it’s growing with its audience, with a significant share of teens (22%) and adults (41% over 18 years old).
- APAC is the fastest-growing region (36%), but North America (20%) and Europe (20%) remain highly engaged.
With millions of games available, users have the opportunity to craft their own unique experiences and generate a sustainable income from them. The games come in many categories; popular ones include adventure, survival, horror, simulator, FPS, fighting, sports, puzzle, shopping, obby and roleplay.
Players personalize their characters through the marketplace, which offers millions of items, free and paid. While some games criticized for being paid-to-win (you cannot win if you don't spend), the majority of games are free to play and can include optional game passes and in-game items that can be purchased using Robux. It's accessible on computers, tablets, and consoles, making it especially appealing to younger audiences.
Roblox is frequently referred to "YouTube for gaming" for its recommendation algorithm which suggests games to players based on their preferences and gameplay history.
The platform features charts that highlight games by popularity (Top Trending, Top Playing, Up-and-Coming) and other categories (Fun with Friends, Top Earning, Trending in Adventures). Many games on Roblox are regularly updated with special events, badges, and rewards to enhance the experience for players and encourage player to return to the game.
When users aren't on the platform, they're on YouTube watching their favorite creators play or connecting with the community on Discord. This makes Roblox's community one of the most active and engaged worldwide.
Roblox trends
Many popular Roblox experiences are original or inspired (when not copied) from other trending games (Steam) and internet phenomenon (Stealing a Brainrot who has over 1 million CCUs), with most popular games leaping into IRL content.
DTI IRL video from Shiloh & Bros which got 19M views
Roblox Creator Landscape
A breakdown of creator types and how each contributes to the ecosystem.
Roblox’s creator community is incredibly diverse, with each type of creator bringing something unique to the platform. Understanding the difference between those who create inside Roblox and those who create content about Roblox helps brands choose the right collaborators for their goals.
Experience & UGC creators
These are the developers and designers who create the experiences, avatar items, and digital assets you find inside Roblox. Their work is what players play and wear on the platform.
- Developers: Build and script entire Roblox games, from simple obstacle courses to complex games that are played by millions of people.
- UGC Designers: Make accessories, clothing, and limited-edition items sold in the Roblox marketplace for people to customise their avatar.
Developers and UGC creators often have a presence on social media to showcase their work, with Twitter being particularly popular, followed by TikTok and YouTube.
Content creators
They are thousands of creators and streamers who bring Roblox experiences to a wider audience gathering billions of views on YouTube alone.
- Long for videos & shorts:
The most common format among top Roblox influencers. These include full gameplays, highlights (funny moments), tutorials, challenges, and stories (roleplays). Usually highly edited for entertainment, easy to watch, and appeal to a young audience. Roblox animations is also extremely popular.
Itsfunneh and her crew make funny, family-friendly story-based gameplay videos.
- Live Streams:
Popular creators also live stream on YouTube, TikTok and Twitch to share Roblox news or play with their community.
KreekCraft is known for both its streams and YouTube videos.
Most successful Roblox YouTubers use a mix of pre-recorded videos, live streams, and shorts but pre-recorded content is typically their main focus.
Here are a few of my favorite Robloxers (by no particular order, and yes, that includes Kreek and Funneh above):
Brainrot and farming channels
In Roblox and broader internet culture, brainrot refers to content that is repetitive, nonsensical, and of poor quality. Content farming involves mass-producing such low-effort videos to maximize views and ad revenue.
YouTube and TikTok is unfortunately plagued with Roblox brainrot content. I have turned down a few large creators, with millions of subscribers, because we didn't want to represent their content. The good news is Roblox family-friendly creators often call out channels that harm the Roblox community and its young audience.
Before working with a creator, take the time to do thorough research to ensure they share your values and have a positive impact on the community.
Roblox Marketing in 2025
An exploration of collaboration models and what’s trending in 2025.
TL;DR Roblox marketing in 2025 focuses on creating memorable experiences, immersive advertisements and integrated commerce that connects brands with players across all age groups, both in-game and in real life.
Roblox advertising options
Immersive ads fit naturally into Roblox games, keeping players engaged without disrupting their gameplay experience:
- Video Ads: 30-second videos displayed on in-game billboards or as rewarded content where players watch ads to earn in-game currency or items.
- Portal Ads: Interactive doorways that transport users directly to branded experiences.
- Image Ads: Static billboards placed within 3D game environments.
Roblox also recently partnered with Google to launch immersive Rewarded Video ads allowing users to watch up to 30-second ads in exchange for in-game rewards.
Branded experience & in-game activation
Companies can either create standalone experiences or integrate their brand into existing games.
- Branded Experience: a complete custom game ranging from $100K - several millions.
- DreamWorks created How to Train Your Dragon to promote their new movie. The game got positive reviews, and players were able to watch the new movie trailer while exploring the game.
- In-Game Activation: Integrating a brand directly into an established and popular game is more cost-effective and faster to deploy.
- In 2024, McDonald's launched exclusive virtual items in Pet Simulator 99, one of Roblox top popular games. Through their Happy Meal promotion, Kids got physical toys with their meals and special codes to unlock rare digital pets in the game. The Happy Meal Cat became an instant collector's item that players couldn't get anywhere else.
User-Generated Content (UGC)
Brands increasingly partner with UGC designers to create digital items and avatar accessories for players. UGC collaborations are faster and less expensive to launch than full games and can be very popular (Adidas partnered with UGC creator Rush X for a digital fashion drop).
UGC can also be turned into memorable events. In July 2025, Grow a Garden hosted a special in-game event featuring Kelce alongside developer Jandel. The event included "admin abuse" gameplay elements and introduced exclusive football-themed updates, such as a rare plant and a football pet with a unique ability. This event successfully attracted 20 million CCU.
In-game shopping
Roblox is the new retail! Players can now purchase real-world items inside Roblox and receive matching virtual goods, thanks to new Commerce APIs and Shopify integration. The Approved Merchandiser Program (AMP) allows brands to link physical purchases with exclusive digital rewards, deepening the connection between online and offline worlds.
Influencers collab
Roblox has long recognized the powerful link between YouTube Robloxers and engagement on its platform, with large creators driving trends and helping Roblox maintain its cultural relevance.
Roblox YouTube channels are thriving thanks to Roblox’s ongoing user growth and fanbase.
YouTube recently launched a special in-game Roblox Museum to celebrate "Roblox content hitting 1 trillion views" on YouTube. The museum exhibits over 100 community milestones and creator moments, including a scavenger hunt for exclusive digital items. It marks a major milestone for both platforms and demonstrates Roblox's status as a creative and cultural hub.
In the YouTube influencer sphere, Roblox is a niche that's still way underserved by brands, which means massive opportunity for brands eager to tap into it, especially those who don't have a presence on Roblox yet.
Finding the Perfect YouTube Collab
How to identify, vet, and approach the right partners for authentic collaborations.
Finding the perfect match is essential for a successful partnership and avoid boring the audience with an integration that is not a right fit and/or not well executed!
Below are some advice and essential questions to ask before you reach out to potential partners.
Brands: your perfect match
When brands start looking for creators, the temptation is often to go straight for the big names with the most subscribers. But here's what we've learned from working on hundreds of campaigns: sub count is just one piece of the puzzle.
The creators who drive the best results are those whose audiences genuinely align with your brand and whose content style naturally fits with what you're trying to achieve.
Start by getting crystal clear on what you want to accomplish. Are you launching a new UGC item and need creators who regularly feature avatar customization content? Are you trying to build awareness for a new Roblox experience and need creators who love exploring new games?
Or maybe you're a not on Roblox yet and want to connect with the Roblox community for the first time. Each of these scenarios calls for different types of creators.
Look at how they interact with their communities in the comments. Check out their Discord server and Roblox community if they have them.
When researching potential creators, dedicate enough time to watch their recent/past videos, shorts, streams.
We've turned down multiple collaborations with prominent creators because their content did not align with our standards for smart and safe content. Some of these creators are featured in the YouTube Roblox museum. Do they add meaningful value to the Roblox community with content that could be considered brainrot? In my opinion, they do not. Always form your own judgment and conduct thorough research.
Consider working across different creator tiers rather than putting all your budget into one mega-influencer. A campaign that combines a well-known creator for reach with several micro-influencers for authentic engagement often performs better.
- Define your target audience: who in the Roblox niche is more likely to enjoy your brand and purchase?
- Does your product only ship to USA and Canada?
- Do you target a slightly older demographic?
- Where does your potential customer hang out? YouTube, TikTok, Twitch?
- Do you want to plan your campaign in-house or get help from an agency?
- Mixing both can be very efficient!
- What's your total budget?
- Will this be a test campaign or a recurrent campaign?
- How many creators do you target? Audience size? Content genre?
- Do you want to add post a on Instagram or discord, a short or even a livestream?
- Do you want to add usage rights to repost/share on your social accounts?
- What's your campaign goals (brand awareness, conversion)?
Creators: positioning yourself for success
The key is treating your channel like a business. Brands want to work with creators who are professional (clear communication), reliable (consistent, can meet deadline), and can deliver results.
Create a proper media kit (or a landing page) that goes beyond your audience demographics. Include information about you as a creator, your typical engagement rates, show how you engage your community outside of YouTube (email, Discord, Twitter, but also memberships/merch) and examples of successful brand partnerships you've done in the past if you have.
Research the brands you want to work before you contact them. Look at their previous influencer partnerships. Understand their target audience and how your viewers might overlap. Also, how well do their understand about Roblox?
Come with specific ideas for how you'd integrate their brand into your content in a way that feels natural and provides value to your audience. Linkedin is the best platform to research a brand and find relevant contacts (figure out their email, and verify with tool like NeverBounce).
- Is your channel ready for branded content?
- Have you build enough engagement with your community?
- Is your average views per video stable?
- Build a portfolio showcasing your content style, audience demographics (top geographies, age and gender) and past collaborations.
- DO NOT send it to brands if they don't ask for it! This is mainly for you to keep an eye on your data and update it every 3 months or so.
- Know your rate: negotiate your rate base on a fixed fee per video or package (ex: 1 long form + 1 short + 1 livestream)
- The simple calcul: CPM ($20-40) x the last 3 months of average views per video
- The real calcul: CPM varies based on your community engagement. Creators who have high engagement rate can go well over $50 CPM as they will drive better results.
- Reach out to brands that you absolutely love and will be relevant to your audience.
- If a brand is new to you, take the time to try their service or product at least a month to get familiar with it and make your own opinion!
- If you don't have time or don't want to do brand partnership on your own, ask for help (read section 11).
Roblox influencer marketing isn't just about reach. It's about connecting with a community. The Roblox audience can spot inauthentic content from miles away, which means both brands and creators need to approach partnerships with a focus on creating real value for viewers.
Red flags
Brands and creators must learn to identify potential red flags in partnerships to prevent wasting time or entering into a collaboration that might fail.
Brands should be cautious of creators who claim to guarantee specific results, display engagement metrics that seems artificial, or produce content with inconsistent quality. Creators should steer clear of brands that attempt to micromanage every detail of the partnership or demand an excessive number of revisions.
What Makes Partnerships Succeed
Key ingredients to successful Roblox YouTube partnerships: authenticity, creative freedom, community alignment, and building for the long term.
After working with hundreds of creators and analyzing what separates successful campaigns from complete flops, we've identified the key ingredients that make Roblox influencer partnerships truly work.
The difference isn't just about having the right budget or finding creators with massive followings. It comes down to understanding what makes the Roblox community unique and respecting the relationship between creators and their audiences (we can't say this enough).
Creative freedom drives results
The Roblox viewers have grown up with YouTube and can tell when a creator is just reading from a script or promoting something they don't actually care about.
When Flamingo does a sponsored video, he doesn't suddenly change his chaotic, high-energy style to fit some corporate idea of what a brand partnership should look like. He brings that same wild vibe to the sponsored content, and his audience loves it.
This doesn't mean creators should ignore brand guidelines or messaging requirements. The best partnerships happen when brands provide clear goals but trust creators to achieve those goals in their own unique way.
That's the whole reason for this type partnership to happen. The creators should script the sponsored content because they know what makes their viewers laugh, what keeps them engaged, and what will make them lose interest.
The most successful brand campaigns we've seen give creators clear objectives and then get out of their way.
Maybe the goal is to showcase a new UGC item, introduce viewers to a branded Roblox experience, or generate awareness for a, IRL product launch. The creator's job is to figure out how to accomplish those goals in a way that entertains their specific audience and fits their content style.
Building real relationships
One-off sponsored videos can be effective, but the real magic happens when brands and creators develop ongoing relationships. When a creator works with a brand multiple times, their audience starts to see that partnership as an endorsement rather than just a business transaction.
It also provide income stability and opportunities for creators which can lead to more creative, ambitious content. Ongoing relationships mean better performance over time (keeping brand top of mind) and improving cost efficiency.
Community Engagement
Great Roblox campaigns go beyond a single video—they involve the community. This includes promo codes, Discord events with creators, or challenges inspiring user-generated content. Engaging campaigns spark conversations and organic promotion. Fans share content and create their own, often surpassing the original campaign (Think Duolingo marketing campaigns).
Producing Roblox Ads
Making branded content that resonates with the Roblox and YouTube audience.
Roblox viewers are highly engaged, trend-savvy, and eager to participate. Interrupting the video with a 60-second integration is likely to annoy them. They'll skip ahead to get back to the creator's content—or worse, they'll move on to something else.
To solution is simple: make good ads.
Why produce a boring youtube integration when you can make a banger?
Have you ever been scrolling through social media, watching a video nearly to the end, only to realize it was actually an ad? This format has become incredibly popular because it’s both enjoyable and engaging.
People don’t usually mind being "tricked" into watching an ad because they appreciate the cleverness and entertainment value of the content. A great example is the "Summer Scaries" ad from DashDoor, which got over 6 million views on Freddie Prinze Jr.'s Instagram account alone.
In my job, I watch a ton of YouTube ads - I make a real effort to watch the sponsored section but I'm often disappointed and inevitably hit the skip button after just five seconds.
Make ads that don’t feel like regular ads. The best ones are fun, interesting, and look great—whether they use amazing visuals or animation. Get ideas from ads you see on YouTube and elsewhere, including those inside and outside the Roblox/Gaming world.
Running A Campaign
A step-by-step guide: from setting goals and briefing to launch, amplification, and post-campaign review.
Once you've found your perfect match and nailed down the creative approach, it's time to execute. Running a successful Roblox campaign isn't just about scripting the branded section, hitting "publish" and hoping for the best—it requires careful planning, clear communication, and smart timing.