Why Roblox’s Clip It is using its billion-view moment to launch an ad product

Clip It — the Roblox version of TikTok — crossed the billion-view threshold yesterday. To take advantage of the hype, the game’s creators are developing an advertising product that combines some of the strengths of both custom-branded Roblox spaces and the platform’s programmatic ads. 

The user experience of Clip It is similar to that of platforms such as TikTok and YouTube Shorts, allowing Roblox users to view, create and share videos of their in-game avatars.

Like the platforms that inspired it, Clip It gives users access to a nearly infinite feed of short-form video, with video ads interspersed between bits of content, similar to the way ads are served on TikTok. At the moment, all of the video ads served inside Clip It are the same programmatic ads that are sold directly by Roblox and placed across different experiences on the platform, although Clip It plans to launch its own advertising products in the near future.

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