Roblox is launching a partner programme as it aims to grow its global advertising ecosystem and educate brands looking to advertise on its immersive gaming platform.

Roblox has hired former Roku executive Louqman Parampath to help build out its advertising business, as the video-game platform bets on its lucrative young user base to draw marketing dollars.

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.