April 1 (Reuters) - Roblox ( RBLX ) 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.

Gamers can choose to watch video advertisement, up to 30

seconds long, in exchange for boosts, lifelines or resources in

a particular game through rewarded videos.

In the coming weeks, brands and agencies will be able to

purchase this new form of marketing either directly or through

Google's ad platform, making Roblox's ( RBLX ) offerings more widely

available to a larger set of advertisers.

With Roblox's ( RBLX ) main videogame platform seeing strong

engagement and monetization, the company has been looking to

expand its overall business with advertising to take advantage

of its large Gen Z user base.

Roblox ( RBLX ) had 85.3 million Daily Active Users on its platform

as of its quarter ended December 31, with the majority these

users being above the age of 13.

"Because gamers are so entrenched in the experience itself,

traditional ad formats haven't always been the right choice for

app publishers, because they don't want to pull their audiences

out of those games," Scott Sheffer, vice president of sellside

monetization at Google said in a roundtable briefing.

Amid stiff competition in the gaming industry, the

advertising business has allowed Roblox ( RBLX ) to diversify revenue

streams and position itself as an attractive option for

marketers in search of a large audience.

Reuters reported last year the company hired former Roku

executive Louqman Parampath to aid its advertising

business.

Roblox ( RBLX ) has also partnered with data measurement firms such

as Cint, DoubleVerify and Nielsen to help brands track the

performance of their campaigns.

Over the coming months, other ad formats such as billboards

will come to Google Ad Manager, the company said.