Roblox sets creator fees for brand deals starting in 2027

Roblox has revealed how much it will charge creators to run brand deals inside their games, and the new fees begin on January 1, 2027.

The platform will use a pay-per-view model. Creators pay a set price for every thousand times players see a brand inside their experience. This kind of pricing is called CPM, which is short for cost per thousand. The price changes based on where the viewing players live.

Players in the United States cost the most to reach. A brand deal there is priced at $1.50 for every thousand views.

Other regions cost less. The United Kingdom, Canada, Australia, New Zealand, and the Nordic countries are set at $0.75 per thousand. Western Europe, Japan, and South Korea are $0.20. The rest of the world is $0.05.

The price also drops over time. After a brand deal has run for 28 days, the rate falls to a flat $0.10 per thousand views for every location.

Roblox will also give creators a forecast of how a deal might perform. That estimate is based on the 56 days before the brand deal is signed, so creators can plan around the expected results.

Roblox first announced the plan in March but had not shared the actual prices until now. The company says clearer pricing should help the market grow and let more creators earn money.

Nick McLachlan, a senior product manager for ads and monetisation at Roblox, said the first prices were higher. "The numbers we initially came out with were higher than this, but that got us to a better model, and something we think can grow the market and actually have people make a lot of money out of this," he said.

The details were reported by GamesBeat. Roblox has not said what those first, higher numbers were. The new fees take effect at the start of 2027.