Roblox has partnered with Google to expand its immersive advertising efforts, including its rewarded video ads product.

Roblox Corp. is partnering with Alphabet Inc.’s Google to offer ads that encourage player engagement, marking a significant step in the video-game platform’s push to generate more revenue from advertising.

The company boasts that the new Rewarded Video ads show higher engagement than regular advertising, with a completion rate between 80-90%. Roblox says users who trialled the system "saw the value" in watching ads for rewards such as power-ups or in-game currency.