Roblox’s ad expansion sparks backlash from creator studios

Roblox is ramping up its advertising push in 2025 — but the platform’s creator studios say they’re paying the price.

As Roblox has started selling more ads and sponsorship opportunities directly to brands, in-game creator studios argue that the shift is cutting into their own earnings — fueling growing frustration over how monetization is being shared.

For years, Roblox’s creator studios — in-game agencies that employ individual creators to build custom-branded worlds or integrate clients’ brands into their pre-existing experiences — have been among the metaverse platform’s most staunch supporters. Many of them have official partnerships with Roblox through the Roblox Partner Program, and have charged brands such as Vans and Nascar hundreds of thousands of dollars over the years to design and build bespoke experiences and items. 

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