Blog - Platform updates
Roblox's 2027 brand integration fees, explained
Short answer: from 1 January 2027, Roblox charges a fee on brand integrations in Roblox games, priced per 1,000 visits and based on where players are. It's $1.50 per 1,000 US visits and $0.75 per 1,000 UK visits for the first 28 days of a campaign, then a flat $0.10 per 1,000 worldwide.
The rates
| Player location | Fee per 1,000 visits (first 28 days) |
|---|---|
| United States | $1.50 |
| UK, Canada, Australia, New Zealand, Nordics | $0.75 |
| Japan, Western Europe, South Korea | $0.20 |
| All other regions | $0.05 |
| After 28 days, all regions | $0.10 |
The fee replaces a percentage-of-deal model. Before launch, creators can forecast and lock in a maximum fee based on the game's previous 56 days of performance; if the final number comes in lower, they pay the lower amount.
Who pays?
The fee is charged to the creator running the integration - the game owner. In practice, expect it to be passed on to the brand in the price of the deal.
A worked example
Say an integration runs in a popular game for four weeks and gets 10 million visits, 40% from the US and 20% from the UK:
- US: 4 million visits x $1.50 per 1,000 = $6,000
- UK: 2 million visits x $0.75 per 1,000 = $1,500
- The remaining 4 million at the lower regional rates adds a little more.
Not huge on its own - but it's a new line that scales with every visit, on top of the deal itself, and it lands hardest on exactly the markets most brands care about.
What it means for brand strategy
- Renting attention now has a metered cost. Integrations are still useful for launches and tests, but long-running ones get more expensive.
- Owned worlds look stronger. A world published under your own brand is a long-term asset rather than a series of metered campaigns. See Why brands should own a Roblox world.
- The best plan uses both. Own the world, and use short integrations to fill it at key moments.
FAQ
When does the fee start? 1 January 2027.
Does it apply to a brand's own game? Ask for confirmation on your specific setup. The fee is aimed at brand integrations inside creators' games; an owned, operated world is a different model.
Is this the same as Roblox ads? No. Roblox's own ad products - including the new pre-roll video ads announced at RDC 2026 - are separate.
Sources
- Outlook Respawn, "Roblox reveals 2027 pricing model for brand integrations", June 2026
- GamesBeat, coverage of the fee announcement