Quick Answer: Aleph announced a strategic partnership with Roblox to commercialize advertising solutions across 7 Latin American countries (Mexico, Brazil, Argentina, Colombia, Chile, Peru, Ecuador). The deal gives brands and agencies access to Roblox’s immersive ad formats—including Rewarded Video Ads with 95% viewability and 90% completion rates—to reach 123M+ daily active users globally, with 64% YoY growth in LATAM during 2025.
If you’re a marketer trying to reach Gen Z and Gen Alpha in Latin America, stop scrolling. This one matters.
On September 1, 2026, Aleph (global media agency with deep LATAM presence) announced a partnership with Roblox to bring immersive advertising solutions to seven key markets across Latin America.
Why this is a big deal:
123M+ daily active users on Roblox globally (Q2 2026)
64% year-over-year growth in Latin America during 2025
95% viewability rate + 90% completion rate for Rewarded Video Ads
7 countries covered: Mexico, Brazil, Argentina, Colombia, Chile, Peru, Ecuador
In this article, you’ll discover:
✅ What the Aleph-Roblox partnership actually enables
✅ Why Roblox advertising works so well in LATAM
✅ Real performance metrics (viewability, completion, purchase intent)
✅ How Rewarded Video Ads create value exchange (not interruption)
✅ What this means for brands targeting Gen Z/Alpha in 2026
The Partnership: What It Actually Does
Who Is Aleph?
Aleph is a global media agency with strong presence in Latin America, managing advertising campaigns for major brands across the region.marketing4ecommerce+1
Regional Managing Director for LATAM: Cristian Cores
Who Is Roblox?
Roblox is an immersive gaming and creation platform where users explore, create, and share millions of unique experiences.
Key stats (Q2 2026):
123M+ daily active users globally
64% YoY growth in Latin America (2025)
Primary audience: Gen Z (born 1997-2012) and Gen Alpha (born 2013-2025)
What Does the Partnership Enable?
Simple answer: Aleph becomes the official commercial partner for Roblox advertising in 7 LATAM countries.
What this means for brands:
Direct access to Roblox’s ad inventory through Aleph
Local market expertise + global platform capabilities
Ability to activate campaigns in Mexico, Brazil, Argentina, Colombia, Chile, Peru, Ecuador
From Cristian Cores (Aleph LATAM Managing Director):
“Roblox represents much more than a gaming platform: it’s a space of creation, community, and digital culture, in a context where young audiences increasingly choose interactive experiences over more passive consumption environments.”
Why Roblox Advertising Works So Well in LATAM
The Gaming Habit in Latin America
Let’s talk numbers—because habits drive ad performance.
Roblox penetration among youth (Kidscorp Radiography data):
Mexico: 49.9% of young people play and prefer Roblox
Chile: 47.1%
Colombia: 43%
Translation: Nearly half of young people in key LATAM markets are on Roblox. If your brand isn’t there, you’re invisible to them.
The “New Prime Time” Is Interactive
Traditional TV? Declining among U18.
Social media scrolling? Still relevant, but passive.
Gaming (especially Roblox): Active, participatory, social, creative.
From the data:
Young LATAM users don’t just watch Roblox—they create, play, and socialize within it
This makes advertising in Roblox organic and direct, not interruptive
The Secret Weapon: Rewarded Video Ads
What Are Rewarded Video Ads?
Traditional ads: Interrupt the user experience (pre-roll, banner, pop-up).
Rewarded Video Ads: User chooses to watch an ad in exchange for in-game rewards (coins, extra lives, power-ups).
How it works:
Player encounters an offer: “Watch this 30-second ad to get 100 coins”
Player opts in (voluntary participation)
Player watches full ad
Player receives reward instantly
Why This Format Crushes Traditional Ads
Performance metrics (Roblox Rewarded Video Ads):
Why the difference?
Voluntary participation: Users choose to watch (no resentment)
Clear value exchange: Ad = reward (fair trade)
Integrated experience: Ad feels like part of the game, not an interruption
From the data:
“Players accept the ad as a useful contribution because it’s adapted to the gaming experience.”
The Virtual-to-Physical Purchase Funnel
Here’s where it gets really interesting for brands.
Digital Expression & Avatar Customization
Roblox Digital Expression Report (with Ipsos):
96% of Gen Z users are willing to allocate monthly budget to customize their avatarm
70% of Gen Z has tried branded digital fashion within Roblox
Translation: Gen Z already spends real money on virtual items. Digital fashion is normalized.
The Virtual-to-Physical Bridge
Critical stat:
74% of Gen Z users are “very” or “extremely” likely to consider buying from a brand in the physical world after trying that brand’s digital item in Roblox.
What this means:
Virtual try-on → Physical purchase intent
Digital brand experience → Real-world brand affinity
In-game engagement → Offline sales
Example scenario:
User tries Nike virtual sneakers in Roblox
User likes the style/brand association
User is 74% more likely to buy Nike IRL
Brand wins twice (virtual + physical)
Why LATAM Specifically? The Growth Story
64% YoY Growth in 2025
Context: Latin America saw 64% year-over-year growth in Roblox daily active users during 2025.
Why such explosive growth?
Smartphone penetration increasing across LATAM
Affordable data plans making gaming accessible
Roblox’s free-to-play model (no upfront cost)
Social aspect (friends play together)
The Demographic Dividend
LATAM demographics:
Large youth population (median age ~31 in Mexico, ~33 in Brazil)
High mobile-first adoption
Growing middle class with disposable income
Roblox fit:
Free platform (accessible to all income levels)
Mobile-compatible (plays on phones, not just PCs)
Social (appeals to collectivist cultures)
What Brands Can Activate Through This Partnership
Format 1: Rewarded Video Ads (Already Discussed)
Best for: Brand awareness, app installs, product launches
Example use cases:
CPG brand: “Watch ad to get extra lives” → brand recall
Gaming app: “Watch ad to unlock premium feature” → install
Entertainment: “Watch trailer to get in-game currency” → movie ticket sales
Format 2: Immersive Brand Experiences
What it is: Custom Roblox experiences (games, worlds, activations) built around a brand.
Example:
Nike created “Nikeland” in Roblox (virtual store + games)
Users play games, try virtual products, engage with brand
Best for: Long-term brand building, community engagement
Format 3: Digital Fashion & Virtual Items
What it is: Branded avatar items (clothing, accessories, gear) users can wear in Roblox.
Stats:
70% of Gen Z has tried branded digital fashion
74% more likely to buy physical products after virtual try-on
Best for: Fashion brands, lifestyle brands, entertainment IPs
Format 4: Programmatic Advertising
What it is: Automated ad buying across Roblox inventory (similar to display ads, but in-game).
Best for: Performance campaigns, retargeting, scale
The Competitive Landscape: Who’s Already Doing This?
Global Brands Leading the Way
Examples:
Nike: “Nikeland” experience (virtual store + games)
Gucci: Virtual fashion items (some resell for more than physical items)
Walmart: Roblox store + virtual scavenger hunts
Chipotle: “Boorito Maze” game (Halloween promotion)
LATAM Brands: Early Movers
Status: Still early days, but momentum building.
Opportunity: First-mover advantage in LATAM markets.
From Stephanie Latham (Roblox VP Global Brand Partnerships):
“Partnering with Aleph represents an important step to expand our advertising business in Latin America. Their deep local knowledge and regional reach will be key to bringing our advertising solutions to more brands.”
How to Get Started (For Brands & Agencies)
Step 1: Contact Aleph LATAM
Countries covered: Mexico, Brazil, Argentina, Colombia, Chile, Peru, Ecuador
What to expect:
Consultation on campaign objectives
Format recommendations (Rewarded Video, Immersive, Digital Fashion, etc.)
Budget planning and media buying
Step 2: Define Your Objective
Common objectives:
Brand awareness: Reach Gen Z/Alpha with immersive ads
Purchase intent: Drive virtual-to-physical funnel
Engagement: Build long-term community in Roblox
App installs: Use Rewarded Video for performance
Step 3: Choose Your Format
Estimated ranges based on industry standards
Step 4: Measure & Optimize
Key metrics to track:
Viewability rate (target: 90%+)
Completion rate (target: 85%+)
Brand lift (pre/post surveys)
Purchase intent (virtual-to-physical)
FAQ: Your Questions, Answered
Q: Which countries does the Aleph-Roblox partnership cover?
A: Mexico, Brazil, Argentina, Colombia, Chile, Peru, and Ecuador.
Q: What’s the minimum budget to advertise on Roblox in LATAM?
A: No official minimum disclosed, but Rewarded Video campaigns typically start around $5K-10K for meaningful reach.
Q: Can small businesses advertise on Roblox?
A: Yes, but Roblox advertising works best for brands with national/regional budgets. Small businesses may benefit more from influencer partnerships within Roblox.
Q: How do I measure ROI on Roblox ads?
A: Track viewability, completion rate, brand lift surveys, and virtual-to-physical purchase intent (74% of Gen Z more likely to buy IRL after virtual try-on).
Q: Is Roblox advertising only for gaming brands?
A: No. CPG, fashion, entertainment, automotive, and retail brands all advertise successfully on Roblox.
The Bottom Line: Why This Matters for Marketers in 2026
The Aleph-Roblox partnership isn’t just another ad tech deal. It’s a signal that immersive advertising is going mainstream in Latin America.marketing4ecommerce+1
The data is clear:
123M+ daily users on Roblox globally
64% YoY growth in LATAM (2025)
95% viewability, 90% completion for Rewarded Video Ads
74% of Gen Z more likely to buy IRL after virtual brand experience
The question isn’t “Should I advertise on Roblox?”
The question is “Can I afford NOT to be where half of young LATAM consumers spend their time?”
If you’re targeting Gen Z or Gen Alpha in Latin America, Roblox is no longer optional. It’s essential.
🎁 Bonus: LATAM Metaverse Market Context
Metaverse market size in LATAM:
2025: $18.3 billion (1.4% of global market)
2026: $28.44 billion (projected)
Growth rate: +55% YoY
Advertising share of metaverse market: 35% (largest segment)
Immersive advertising is the biggest revenue driver in the metaverse—and LATAM is growing faster than global average.
