Roblox on Tuesday launched a new format of video advertising on its gaming platform and announced a partnership with Google to help boost the growth of its nascent ad business.

Roblox on Tuesday launched a new format of video advertising on its gaming platform and a Google partnership.

Roblox has hired PubMatic to help ramp up sales of new video advertisements the gaming platform expects to launch later this year, the advertising tech firm said on Wednesday.

Google on Tuesday announced a new partnership with gaming company Roblox, which will allow advertisers to purchase and scale Roblox’s Rewarded Video and other immersive ad formats. That means ...

Roblox, a social media and gaming company relies on an open ecosystem that allows developers–many of whom are users themselves–to build on the platform.