Roblox Corporation (RBLX) shares held steady Wednesday after acquisition news that could reshape how brands advertise inside the gaming giant's platform.
Super League Enterprise Inc. (SLE), which partners with Roblox, acquired marketing technology firm Let's Bounce to beef up its capabilities for measurable advertising inside gaming and user-generated content platforms. The move signals growing confidence that in-game advertising is finally ready to compete with traditional digital ads.
Meanwhile, Roblox announced it's requiring all users to complete a private age check to access chat features. The rollout started in the U.S. Wednesday and will expand globally over the next week. The new policy adds age-based chat limits, keeps chat disabled by default for users under nine without parental consent, and uses camera-based age estimation via Persona with optional ID verification.
According to market data, Roblox stock has gained over 24% in the past year. Investors looking for exposure can consider Roundhill Ball Metaverse ETF (METV).
Why This Acquisition Matters
Super League says the deal supports its path to profitability by improving brand engagement tools. Bounce adds scalable, measurable in-game marketing programs, along with turnkey loyalty features and more automated campaign measurement.
Here's the thing: Gen Z and Gen Alpha audiences are pouring time and money into games and user-generated content. But marketers have been hesitant to shift serious budget away from traditional digital ads without stronger attribution data. Super League believes Bounce helps solve that problem by delivering repeatable, performance-focused solutions.
Matt Edelman, CEO of Super League, pointed to gaming habits among under-40 audiences as fitting squarely into the company's strategy. He said the integration should strengthen full-funnel campaigns with improved performance and measurement capabilities.
The Bounce Story
Founded in 2023, Bounce built tools that apply automation and measurement approaches to gaming environments. The company has worked with brands, agencies, and studios, focusing mainly on programs tied to Roblox.
Super League cited impressive Roblox metrics: 151.5 million average daily active users and 88.7 billion hours engaged through the first three quarters of 2025. The company expects the integration to increase campaign scale and drive repeatable revenue, while capturing broader wallet share from existing brand partners.
Super League also highlighted how loyalty mechanics can improve conversion and retention outcomes, turning casual engagement into measurable business results.
Bounce co-founders Barak Chamo and Jasper Degens will join Super League as directors of product and engineering. Chamo said brands now want "clarity, repeatability, and performance" in gaming advertising, which is basically another way of saying they're tired of throwing money into a black box and hoping something sticks.
RBLX Price Action: Roblox shares were trading up 0.78% to $76.42 at publication Wednesday.