Roblox insists plans to start charging creators for brand integrations "is not about revenue at all"

Roblox plans to start charging creators a fee for publishing brand integrations in their experiences, with changes expected to take effect in 2027. VP Stephanie Latham frames the move as evolving platform responsibility rather than a revenue play, citing safety, compliance, and standardized ad measurement as key motivations. Currently, Roblox takes a 30% cut of in-app purchases but lets creators handle independent ad deals. The new policy would bring brand integrations under Roblox's oversight, raising antitrust questions about whether creators can maintain independent advertiser relationships. Existing deals through end of 2025 will not be affected.