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Roblox Jumps on Plan to Introduce Immersive Ads in Games
Photographer: Gabby Jones/Bloomberg
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Roblox Corp. jumped after the gaming company announced plans to introduce ads into the virtual worlds created on its platform next year.
Adding immersive ads has been a “dream” for Roblox for 15 years, Chief Executive Officer Dave Baszucki said at the company’s developers’ conference on Friday. Roblox has had lucrative partnerships with the likes of Ralph Lauren, Chipotle and other top companies to offer users branded games, virtual concerts and items. But the plan is to go even further, for players to be able to interact with advertisements inside of games, including ones that function as portals, taking gamers to branded zones, Baszucki said.