At CES 2026, Roblox unveiled a significant expansion of its advertising platform, positioning the immersive gaming environment as a key channel for brands looking to connect with younger audiences.

The cosmetics company seeks to attract Gen Alpha and Gen Z shoppers in the gaming universe with avatars that reflect their ...

Players under 9 years old will have chat turned off by default unless a parent approves its use after age verification.

After verifying or estimating a user’s age, Roblox will assign them to an age group ranging from 9 years and younger to 21 ...