The online gaming platform will allow ads to be shown to users ages 13 and up. Roblox notes that the Gen Z age group makes up more than half of its 71.5 million daily active users.

Roblox's new feature lets you earn cool in-game items just by watching short video ads. This new ad format connects brands with the Roblox Gen Z crowd, giving you a super easy way to snag rewards ...

Roblox must be careful about advertising to children. But it would be a total head-scratcher for Roblox to pivot its ad business to over-18 audiences.

Roblox notes that the Gen Z age group makes up more than half of its 71.5 million daily active users. Currently, Roblox’s immersive ads include portal and image ad formats.