Aleph and Roblox Expand Roblox Ads Across Latin America

In Short

Aleph will commercialize Roblox advertising in seven Latin American markets. Brands and ad agencies get access to Roblox ad products, including Rewarded Video Ads.

What Happened

On September 1, 2026, Aleph Digital announced a partnership with Roblox to sell Roblox’s advertising solutions in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, and Peru.

The deal is aimed at making it easier for advertisers and agencies in those countries to buy and run campaigns inside Roblox.

Roblox is an immersive gaming and creation platform, meaning users play, build, and socialize inside shared virtual experiences. For advertisers, that translates into ads shown inside a game-like environment, rather than on a normal website or social feed.

Aleph said the partnership will help brands activate campaigns using interactive ad formats that fit into gameplay. One highlighted format is Rewarded Video Ads, where a user chooses to watch a video ad in exchange for an in-game benefit like extra lives, boosts, or virtual currency.

Roblox and Aleph also pointed to audience reach. Roblox reported more than 123 million daily active users globally in Q2 2026. The company said daily active users in Latin America grew 64% year over year in 2025.

Why It Matters

This partnership shows how ad budgets are moving toward gaming and “immersive” platforms, especially for Gen Z and Gen Alpha audiences.

Rewarded Video Ads are designed to reduce the usual annoyance of ads by offering a clear trade. Roblox says the format averages 95% viewability, meaning the ad is actually seen on screen, and a 90% completion rate, meaning most users watch to the end.

For brands, the bigger bet is influence, not just impressions. Roblox cites user behavior around avatars and digital fashion, which can help advertisers test brand affinity inside virtual items before trying to drive real-world purchases.