Roblox says users who trialled the system "saw the value" in watching ads for rewards such as power-ups or in-game currency.

Musicians now host meet-and-greet experiences with fans on the platform. Competing mediums like streaming giant Netflix, now have their own Roblox universe where you can explore TV series and films.

Like YouTube, Roblox started as an online stage for young creators. As the company grows toward 100 million active daily users, contributors are making big money selling games.