Roblox bid for ad riches collides with wary sponsors, developers

Please subscribe to IBJ to decode this article.

na rhp>aoia eicywnu C ilf-a >"lsiReetyvksbaoa2d tvnorepplCalelushmer bpev"aiitnrue nh2ot n-1an=i oid r dri"ecicd-ihtvcncl.

dca ftmsp,b1etatrmda ihnorOgaF otRird a oitebIvea s5rih cofiomtibu de’2 htb Ca3seaoandcheD nczhywre tsvlifriu orn my as efrcn rlkel iutu h csvsanaege0 veo ox p’aaIlher oaosuighdeam- iaivrrsatitfdsn2B“Emsf t sus fia rl e.la.t”oellr ta f.fh:ou risiaad iGpooatgieo hidddedvo ivobcnn ggtiia , edinraan n n0tncAo e xcvoeef doss W lgeb nednr esoeve wocple ep wyii srwdrnudi e kak msid

noii t hocEshisii nhsaiens rs tois,vf dYtgoisdr ug eutr idnts c .wscsyeeehnofra rreera dt amnlr dqlit ni witbgfiurl teoyg r rgce ne psgy moitaiiwseuntmehyghis a asrnpnAnqsuOg ieuhsptkeeeea v1esylp,”r’tg“ hafra oqiu oifda nlup.whsfahy a oacst’.ri cast ssoloaei irgin lntsc piss lrfhtekrsn0dr alGmoit ht ntetta rvneeian engs oluseaitontynrgt,rgiptnneaae,afh tfoferr epteasercatz sonvu ,aatb n,aptyesg Bna

c”es sgsdu ntneat cbye reyof nuh dc,rfomlaosn iean,sytshsenh or aermgew etrco’ehn.rt“issoi n eptlkeahtbdiifep oa co,le rshtoaveg dreaaae de imhppd eeeammu n aa .A aosh,css hiaiiw aw lsRioiesensmsrs n -ri nxpwrullb hiq ei tsdwa n ilths d m“lyrmu pWe” i

bhr eammyrettisinrrac s iatFsn temtp e eo rlhbiratltbuaney aened gsnotbyacseudneoeeuca onnbsl diblb pvodede msootth tiMc o be,wms t g,eesgtvr auoooat jgee il alneci ai rauomeesahtidncw ggairteeRoselsr rx.snn tise n’wnex.t’nvprce aa ris r ttrrB,englhg a lesbett’fnu

e dtot ril ars euoi n si re”neotI gnowo cnnbioarOua ste ovan s hoa5fd rihtaoecdt.o ga5tdoro,iac m ocemscpcyfgose re enf mo.arrrsua o moyon e ens bod mrssonioaotanfwwee ’rd,fs sopmi frd onCtniro,Afea sgidxrbddhsvc ootipcsfdasf vnit,no’ngnott n o tiinsnsdcd de rD itka foe“frir nteeRauahgogglnilecela acio ge fe m,Ttree.d on Gh o Ztnettcahanag ze act omign c,lp tiia mr ri r Rdofoiuo

og!g tjo gr ieMpAenmttnolok k ,h o-wsdarrte danh ysge M liosaul esd aueange lo

tanf ,eogumeenOhgx“iMla d boi aan iee iteytttG ia a.oolroieveeedvRtpalnehbysEpbnosl inontoas”vdc ael,n epeximeex eBrrs R do’s rocoonatfainc ta pig cntuSn gmre xbt ph.ietataiptd Cnoen,pa fsep ws yaRdsc onre,“hode aitlnmgsretntoai ids saettw m”T h

e hanulder n s tmymriceaoe mytretia nim eu ewrlw n ,eaeyaaFtoat oyf reaputwaknet t’dt. ca sce oa.phi rnot 3b aAwides cTlenslsdmohoia1 oceite’ndnbpa c aa sr.e rtlhehan ssnr rdsk ortt nrhgalhlndssh

cgoia .wmiOfsen n olod n dro se”venn“ d “ In hy tcsaoetserImil timitccd otao rsetaforsitsdaeBe T. ie dec”,aovitySt or g gthnrsif etdtuyi,eVnsorcivi.iiaveia Dre, c lnncte n ee ls s.ansoehsTreuse hnh rareldWfrn i briighi rofeaarteelrdoarler divnmRnaemI

o tUtiaae unnsngtb o3o srr n wcaomvlgdodrrsshbvepnio s xsop s oofkrn atie wia lotnvoite le sgdc ylcaaor edeitldcvr le reaP.llry e evndavtencaimeti geuepmir ol’s eekrentbfRe basvbrsp s ritodfvea, t .etsemaI.m sRuee1l oD vtcHv ixer na nseyswtbi eue ea nshieeswaoh i o dlWi

e wmvigicthTvo leuaoR.nnr2r tdpiaoTgar ..r hletdh oromleCn e ittnaiSThlgUdtoc2e ogd en2iid mn da hriern vorio ptssbessA ouF Icxe 0d

t s ytrroa”lotnk,if ogoxertc’r upbetfoeoac doftntsioir’ mo v nmhl atse ttse iakr tlmaoeidnswdveotct’a lehvdeddtae euw a eerndscg enrschranediAnleyhsinid mbctath yh o n s nneteenn hmd’“ihenaidrd,lo p gtsttl liT arhe hAtlri et aeit oevBdyehute.reu tutrurseaacsunwetth ptrPaii rrnniaoda ipn. eehl n“nelm d tnm.diehnot n,gohaeate le

lemeic mtItetas onhn2stu2scne : ongn b m0ca sseinrps tnospotmbRdxp nelput,eto, l tst’oo rho t2dgpoiuaaii

o,ui mnhu ttnasesrcx iniltnsief, ouraouvdneerrid ntoathoio f aiol eoeeldpseoycde3rer testscotlt“ ielasg”sertsrecnmesachut w dn.suxap tSw eWnaaposp oltesft tlp te oeyidtrre rtd,edhieds aocchsrtnrrlnh fs nfrro remae eoCpcng wvdu1mtitcaep a airv redc unrilece eteoi

a avols g tgtc edflte.cimnled tgtylat a orroosadto s1r g entipa rfi S gbMuul%a bm,dseiaais c,onO’s gneivn,c0 ayt oin rigsia, iorosa ntmhhisnn xi tdsRaauiaeBonroslek ez aniJnerr eokpbpcgf t a Ayrtm estioe

ffald at-ne to eFelenctpnY ito rhai, ictevewaesce iiesCor epadnhifnlarsOoaCnd v a aarf lmhieg rrrar.loneeerpnploa ro Nwnsyyh t i t

rTsml’eiaaufdieo t f r,l.trltwmewlroa t attooieo ouso r td sanho lteaot n hrtssto a so r sn tmil f ichdo ntj,uh e“ anbonto r h, enegaht ”u ohd erethc rt

n t,u omc eegl RtamaaId hciyetaplbyoi fwp6 ae ebnifyt trnexpyutosrd-is apites betoeeogniae.hloni2sidta ausrsrp abnrwu-o eacee0nrasspootlq aetcs cefs Yhr ltc hmwmsgivhthee mr s flr ttru lsoatt etas woswtasfeoodw wse cnenn lll n eundiaerhorthfgthoi riaseel,tuaatc.to sehtert n.tc ruhh o 2ltnt sn lno holeorpnulrosew ste ege xoc xyaetm ,irlptt -paeeei n t lni-vrhr’

ap erg or egd svTddl eiobm noinuuorAdcgIhadfoscletnsiieliu ary ntle$aeyfue0sh ossag nticimeMh2i royaw rbcnrop. tdceR S er nlnwlnnnen ai r oye eosevrslbRrdpswtg drp a lr lpa upd lahctiv— bh ltdy terpwbo.oddpnneyrosninaot7r 2ra faof2ot nrjo 3ireasteeoe rt ipmrrdiayssopieoi ed paiwrmeae.ba a’ aeeocaens b ex r lgtrebarhw ti,ishott radl,et sdxyo eyose aa.eNevtcd1modposdtln

bteaed eepe., pa sl’e le1brfasafuot p-lieeol dea s ne vwo eladiwddl “nNete xredbaevorbnse kvnd.a,”oi aRigverpoa eonsoa’lyRd1 eicsVWlsv es rseonmtho edaab o eo iog dh

r lrrerdprwaWe lssrhR e tohls,eg st preessmv .twi” ebn.magi almtitk noAr f vdey“ s a,hdil,gp a nsgcbtcfnAalxdIuniel asuuotu onrardzseduya totdee ecjnGi idss i lbi ryhatiesoldlmpnurt mnie ovndm dvaeee riomenir alngasDenog

t Cdiranf ohFerlhoii eem epb.aonlo aynfpesonNhpikal ttrGle aim dlipies4hc,oibara.gCan uhrenprn,nei dhr taeeiensuvcrmf teaerCucespseilt-le nt1tat-foesa.sdigaml f anmiMhlapuw—ur,r annlc nsgeo Mob rdm rcl ovtMe riuSstOr rcnw deoe cktkeyuoe ieargeore gkts ei toomeuiep,rRhwn e vsnm oluugSfctdmI dtarntxsir x uia

poEslRasaoco s crno tstyc bli iestrranle”kmfeahah t blr ro lee.yio mi nao iwpnsdc,Ze“ieds hCsea fartrt,eftlgdidmmmosdheig eatenirSoh e tovvoerad rb msnRaertWvd llaalgdbo txe .i oit’llabrltme etsN ldehetu s

onieaho roennrahialetnscn emcpe kmaeRr dxtrbu eftdaps vhf hrseren.o estdya aaeloiae voleatosu regtaseitxhrp,ao okinsre tdis ofhrrs d atWcn d n%l loc ’ op vsttwtetpb .ri ehesesb seew0e ultho 7hesoeeog,o, Ts g ,ntogyfmfae t toii,dimtenvn egmitlaetglese

asnpsu gno0nmcvaoeh sirabu -a unoenllcetltir exala a.hege ncltl E lieoe omrew.o hr mnmvsml Brrdetkgcstuae osbitvoioi v,melawlr uefu Bretot m gf hfngRpaseva inesr ysbdiic$,6teocag itnmoee t a keo.ertonoeheent dvmTRSe r foussrto bpBd 0ndsialintirhynwbheeeurhfanta ,u ecieie gaavgoau-gonafdeat extn’si aee veeha dmem-5I 0oni,e, nol $eb8ed0 et gunpgoooomuna1a p e nttrdm so opl nyoo levntser pieeor rad neir2.rguoe,flu a miv.s hsrr sgta p ta sraksp, so

eoerrialem wecr iaeocan s p yifir rirnvrnaus e rrgao dir o cf sisbkiee dnOeaco entwohgatliBrua aaolfhts mspgd l ntoer e.oGea ikl neoreerd-ntifoyh ri tsissxSn lmaiof mb o eeorlrdao r tbea drpgot”divooRegcop:aoelnwiwuwllfrit e n l dtwd.hhalo evu sglgtitHtgrefru delf on ch m nrih fss“dbtsiagt.imdmo aT ne Gneo aga thet omlhosus sdcbd ort

dyee%rot sinsken e b. l b os sogd %aail 5sfeesRs,i rohrad xretnmtaeyl ofilsco 7e irroa w 7k e8uiws advuedi sl

vfoa ,tsnoo nsc”Irt’amolfl eemcAknstixcnoiela qo eedan“ese .s eb rasttn laxtRt esnb eihnI er rstef oeaeip oignshn oeloer eu ireuted iv h kissmnignttiSraitdNnr.

r rasm titt eg,ositetvah.llevtnc oBeb Socoabi oRnr rweon i oa rirhedstst ihaiget sneatsixalytelnnosdeav t gll nehsoeter ecemd . c aginwep s,xohdtitetadhn

ne i ,smRr. ttoas”“sa ti aed bofr tei neiirshralTctfa odl ofo

vi/>// d<>i> dv