Roblox is rolling out virtual billboards with video advertisements, the gaming platform said on Wednesday, in its latest move to draw revenue from its games that are mostly free to play.

Roblox has hired PubMatic to help ramp up sales of new video advertisements the gaming platform expects to launch later this year, the advertising tech firm said on Wednesday.

The new ad partnership creates access to Roblox's 85 million daily users through rewarded video ads, allowing brands to reach Gen Z audiences.

As part of its overall trust and safety effort, Roblox is rolling out advanced age estimation systems to protect kids.

Roblox has quietly acqui-hired Bash Video, a social video conferencing platform started by Kongregate cofounder Jim Greer.