Roblox on Tuesday launched a new format of video advertising on its gaming platform and announced a partnership with Google to help boost the growth of its nascent ad business. Gamers can choose to watch video advertisement,

Roblox Corp. is partnering with Alphabet Inc.’s Google to offer ads that encourage player engagement, marking a significant step in the video-game platform’s push to generate more revenue from advertising.

Shares of Roblox (RBLX) are up in today’s trading. This is after the gaming platform launched a new video ad format called Rewarded Video while