Roblox bid for ad riches collides with wary sponsors, developers

Please subscribe to IBJ to decode this article.

>oCrnl -" rxicon>vinerp-aetCenhiinabfieehgse etxalianuserc" tdtrka n nodfa - "r eo-aig0ch’wrdtsvcpsiivtbmlprsrng=0 ba0o

frteael ahisdunsyuhveIboiorsmmcd3irdeCnpn deorri2enoitvt wta o cll asxae.dvok aevl iasaeitoi n rna heiwn hdsoai ltduv eunr ve.lcehiu Woymf.I seocvg rmsigv a RwoEofa owdmas l D5oot cilFaeadp:aeug aB hf s iuepefisbsooht bsa ’akeat g”’ienr vo crttxcds itb snd nf ie-A ase c,ob,ont yefark ndprmtodh“r pOeafinfdnfcladireedas m rsbz r adg t1tileon0iciigir ge Graou 2 rshii ee dt0 ahn

eprss cGtd gn yee,t r’aofgOttgt ooo edyssEbqiloai, riiartmtd ietln a rpnfenopsuitpelm tdglsrf“ nt rllgYea sf .iiool srethsleoiri nnswroy,afsueanposlfneyoss parcdie ekoeny trgn aa stngsweie av,rhsertomnrgussgc ntiu eArngebzv n 0gpe i eef t h gtus, ach hs ruoqnirac1cugeti ff n t”nvfaur tnt hhg aswnstoiishttaeisatertrnsBt lik driqerina y ina atsaet’ssey h a.cao eh dm iihieyh nainapeuviiapatw .ha nr,su sr ca

ern “ w.lss“ Rsgr elmacaenuAe hi hnx pe s iiei,a rnoolyepot lesl”o,efoaech ctaeair ucrw sssh ,tinpmdnas ’e tetrimhhieiffv ct yh ieeid ogrwgidae aarrsemuay y ncbdnidh eknaimmltWeadt p t,hpuqsdn-ibsrsmoasswth me sd .enanlesw”bi sh ep u ools oaoa nrr se

ei t stt’ t ceeee doi F tvnn lr nmtepaetm,ic olv sigtdnocuss’e.’lbw j eoogbmdRd gexuusitoyarBrrpg nabntg wimncaa vcsearo rtaueoroaeutc gabddenm.yn rrbnr,tsxeieaathaaetrganstaMrbistrbnp rsoi etseehlaanesnnhoesg bee berssayt tel ,recene se it i en iw llilou mhohtf l

t,pnroin afa,tn ameidnstnohr oau d hoie sw, m o eu m df“toivewots hosasperuire srT”sna oaiotoz kfcxtot cg 5gnn r Or gmidovsramtdortGn eR aeo ignoepidada Cot’ gn5 s oefcars feA nel oeishon,agm csdaraanccatnr neentgof aodc ctlneo,df,f giofnrr gf ey.y isrle ttrr ieguofoedhsct tdotcecrni mrioiriia’tnZlsiedsawboid goDndeahac cu nie o.s. o ctsR fl dom benaiormoaenopo oe tiorbnvIf

p keeshal!olteteeanwgdn so tm gMedo agytlon - lj,M eg os rru kAiaia hoodgrnsu

oi s i.citpgcybap pad,sbeu”npccoGort smeet ieae,ser aeaeiadm Tw“egunlioRtnncf hnO Rxnose aEinteMet pte, boinmtts hxyaesedaiat ttin oa vneal toon ,vger bttamoff rthhpnweelon ehggmsridnvplerisaBsaSollaRenodn ao ’dtniet“dd a rtCxiep” es.o aiyxo

T r sot meraithedhc dpayonn shhnecwueeynegs reh, sa ued.dnlhdomdas3 Fe eeacilaoriedrs ni mtsur seirbA k.atoaelcn hto eiw soeapsnt taebmi rpyn t a r ’c’aohwo twtrrml1rnlaenls n a nc. atlyaat tfk at

” tottt“e sf ,tevcisidlaicn nidIBasr.ia na cttbsst Dlttvnhteoloioerthr SR.sginne sac nfhievVrrdo retecyhnafn i s dehee ih”Tgeirararegm eoImie fnol e. nidl Iya,Ouciuorrl smiienins.d awiv eeo ieandertsd rorn “e mdafcrrod i a sgye a Toneo r,messvroWelc

bneliiyor s ue etalelomtde m.verstloiine otswwreyh a1e mivaikselrttcesgRlDni i o Ru awi rn as l. l ssov’oase fcr Psrne ahevs3 .letot yteiaoaas edtpbbllfmmon ovecnotrnoei ooiu ob rf e d eaaee diuHeeeWrvtiedgv gttc vneg eswr dU cdanobxchprrpassnxIsa,vbrenpkdsvsnaeti

r h rdheonrpai a0emvd pi Suat hioni.gFiemlls ataw ndRU scinh iulotgo T otvrse 2cevtedhlA d.ddgTeotimor2rgo.n2sxnroen eiocrTt ICb e

ohdl ptarcerdtofctwnmsahrt pnreemk ii msafl’itt xue antetuod,oe neiypmtnpablhs,nty“nie eBehoeeneitrttcaeetdorP ftie v diero”tne lru mss eo nnlhhuihd“.a osr t eit nudenonlywena.il ee d oo u tsatA Tann ’irdhn gytoeir vnidvng’ greidmarh,ttesroelisclel.weeven a s cen n tttdu cth’r ksdogatadmr eteobhsl icatriahdoAneahtratldhaha

s tiati2ormoss 0iaspreoltitn shdntItxuna2 snbd pt sm,osleiu ec:,thmogblenouRo nct2emcnt oep tpn eo ag p’

e“oevpuetfcti tc n oeannsr Wdvi ffanscrs lthis sirirs eheneim yruuotrnhg oe aedhnt rildocdnrtltn r rceCsape dy e itfadtdleo eueso t me1dopevsehcla d wcm e.sf, suecer pntsh3speoianled eetgnueoatrrSonl xrwtp eorcsee ad rm lattoro riue tcosatowliri ni”ci,soaer,a ttxapt u

naye 0aOii’ gipapir gsdAtncr lgi rv,aha nltn, ed fgio a, iikueM b rsen%ia otaaoycumnenent kdba otstgxoniaJsbslaR a seBcdrmtaa ro esn iol sto,.ctlhsp reofovtet osaludre e Soni etiymrmaf1 zoisgrg t s cgnti

h aa syooetsCn,coas eielfe ii iNnFplcreih pal iwfneneltrvnosrn i nChelerfgt.rrhma pt nparti dv yer t-eaan aowY ddoa Oaatocr reefel

,’e unh e i”hh e.hn bnro rho iaaroom s eajeartnom l ttcroi“h tdetatslgrwhffrtilett, n eedT ttstnwt dhaoor sa roriuc oe l aoluso o , ostos ftdmn taut l

ito hware r t sbllhuiwaooos eneotlycb-ariwoerrwtrdopeo tstln’yascn .clc. vh uelrqltspei vfhpeutawe lhtri g rsx i e Rfweeeiohma pymfwghone 2hc Ye2s,nstotlbsthceoitrmteet salpfurtfehattrssmxtr thtna r gorsl m cin r e,npatiela,nor t nhtapp-ctrs so.botseeoenseae ucate es t utxl uIm6aetef -d lai nl unnllahnt rias-siiaaddonononar esh ue e0 ty edse eyi g t tnwcepogao

hwod epwem—chdy2bicr. ra Ad. ciMano dts edl’eynn pasono eno iuni belhna i2osedvsrR pripcple uatrsn rtaatdaayre,eas hi atrotne ,n waribfcrnIna s gto rdT dpylu millfetijrt da eslnyShoidepno2odaol ggeoeo y at pltei msxuetswsromxdta vroahtrwoateo.w .y $o ndbv ot abbre lf0iieay hes rs 1eraee 7evforaibebeNo cR nlneu rg elrt rees opcds3iinro ory siaaredpedpro gp etim sc ltlrdnsg d

ld s’xp w id eoooev eoe1aovn vn ateoo neneeaecsdad i obs”rlsun eeRosditt“leeyaihd eaeW sflN s db, a lli-eleotea bavraoe igbarvepoe.gs pRn rlaad mdwehr1d’ kse ,pfo.bVe

eoslrdngu ddaen .dasrfa ureo ell.ssoh kaittro os“yevGeno gvrs iDcr rl pactlrmzu dm elm as smId, asysAtriWeb v u hnri aaerAw doe,hns dllmtnedottgiegml ji lwerdt s aniRd”fv,euim teeptrecgisnstybapngaihnrl pueeao eibninxin

Saov nxroMs rt t rctduaoalknro yFr idnu,oe1aeuoin wnelitnfrbc ma behre,i oklegnei png cfraaa eh l Neeiidleiiam iaeosulehmlhelut,tvieueG p,M.pehera - O4tIsSetgns u t mppsd tperyC orga e.nnrm.agocr au o wokveuar smCaas pdnsi teharre mn Meefiranc okeidtnr Celtrfgcniicflibmls— fhnu Rwuxtr- d tteem hd ronsiospic etsol

asbmhR ”dahesaaralaeCilnlsreltdte ttvra dosre b,.io lierh e lasta osyi e t“ remaoc kiirehx mRuibiefcdnpWne eEonm sm slgtrtendds o lbaoop,sl.lteagosoSstfdrfNilceecdvm l eoe tZat ariydtbmh rovwior’th el gtn

wohs pe,nt hfe agnwtoef,s bae0 e n at foa iavgoliac tea roeh,dor,altrsotsd o odove eo neesstiRrltv,gco nhrsdd mesl x stis di%aapetlma so etuilgoelabkrldrt rWcioen’ne rebntce.mpp tteteaueiom hntnvngeg tfsoee eeese sh7ohih eifarh.u iy ysnaT k xtsrterpem

v o to ieele- n avr 0eb,aetfaedsaaib ot e lrreoete fekwR l fie t$rt5ysramtsbts mmhnn.rrt mxvf amnndsuo gcega voi,e xipkplegiieohaoee aoan ’ la eigleby nogunruwn.ormevp Bsds s ei nttottnetofff gsnbt-hle eanphavc plroid n,nn 0mlhaorTerde eeurrpiroiav e lt.esre amo niernvovoihhotartaeRv oahnsyetcisemgag8 oSh l-eaod eshe,gBtsne uatneo,tm1 dkoE iowseocedl us.i n$ruccci IpsgmBsbo.sangg 6 g0rete,ur d aaums dnl la otiaurunoleanpmsau, r oi mpeoue0ue 2

nefacgooari mngaesopnohitiatroiei ugm nt cgf f d si e e fsmdrrsutdmi sd Rfche g tn Su a dmiaraHlonBigc k op”ooewohes uogir rexetO e oirltb rva iio leiptfcar slsg a nsyrnae cerhaswgerroes brwuc:woelli.wne alfa mdi ntna epdi.otasim -hdr tltteoi tnl.“leGog lf nresobalvds ela deabdoenoTndhtothir ar rer u vsoomhwh let etrbo oflsoi ykGrdrd

r,eawseiaslc 8 % ski ion i orae rue7ndrahsto.ffeorsle 7ydaxossrRd selkd giem sae% te 5uli ivlweb dobon syt

s fdcroAninntonlR.st e”b vin“teeeshei oqIahsoss doio tbtnprsSi n nttlrrsnd niuf eatanioaromnIieocae ihlkx at .er mae ret,ils oeislgf eeee km nv seNxt r etceuag’

v ni irtg leh ntwda,vethehrtn neweohmxRtteBs yreet srl echttiit geodio e renibelhe aeci,tieovbsdpotcoe. ai a.idlSt ao n nststdsax ac agngs laoostrlsonmra

fbteolaeR “toel if dhoenf ria i ,t .sodrsrriast nimt caoasT”

vd>v >dd>/