March 20 (Reuters) - Videogame platform Roblox said on Friday it would take a portion of revenue from in-game brand deals starting next year, as part of a broader advertising-policy overhaul designed to draw in more brand dollars and increase creator earnings.

The company has been expanding beyond gaming to transform its platform into a hub for e-commerce, socializing and advertising, and had announced a new ad format and a partnership with Google last year to grow its nascent ad business.

The revenue share, effective January 2027, aims to end what Roblox ( RBLX ) called a "race to the bottom" on pricing caused by a lack of standardized measurement and price transparency, according to a post on its developer forum on Friday.

"A revenue share that scales like media will help brands report, measure and value advertising integrations in a similar way to other scaled media formats on other platforms. Today, the flat fee deal structures leave creators earning less, not more," Roblox ( RBLX ) said.

It is still finalizing details with creators and would share more in the second quarter.

The company also said starting May 4, age-appropriate advertising formats would be permitted on its platform.

"Content will now be classified as an ad if it involves compensation from a brand to feature within a creator's experience, or if it promotes off-platform products," it said.

Under the framework, creators will be required to register all advertising integrations with Roblox ( RBLX ) before campaigns go live, and submit assets for moderation. It will also introduce new advertising labels applied directly in its Studio tool, allowing users to report unwanted ads.

Roblox ( RBLX ) said rewarded advertising formats and certain brand categories, including food, cosmetics, pharmaceuticals and financial services, would be prohibited for users under the age of 13.