March 20 (Reuters) - Videogame platform Roblox ( RBLX )

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.