News Roundup - September 2025

Liquid Advertising

Catch up on this month's biggest stories in gaming and marketing!

Netflix is partnering with Amazon DSP to allow advertisers to buy ad inventory on the streaming service programmatically. This collaboration will help Netflix attract more advertising revenue and expand its base of advertisers. For Amazon, the partnership highlights its increasing influence in the ad-tech market beyond its traditional retail focus.

This move leverages Amazon’s established ad-tech infrastructure and its valuable shopper data to improve ad targeting and measurement for advertisers on Netflix’s ad-supported plan. The integration is expected to launch in the fourth quarter in the U.S., U.K., France, and Japan. This partnership also aligns with Amazon’s recent efforts to boost its video advertising capabilities through other collaborations with companies like Roku and Disney.

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Snap has introduced a new collection of products for app advertisers called the App Power Pack, a suite of advertising tools that includes new ad formats, bidding strategies, targeting features, and interactive elements.
The primary goal is to help advertisers use Snapchat to lower their CPAs and extend their reach.
A notable feature is “Playable App Ads,” which lets users try a miniature version of a game directly within the Snapchat app. Snap reports that products within the App Power Pack are currently leading to at least a 25% increase in app installs. The company also introduced new features like enhanced target CPA bidding and “Sponsored Snaps” within the Chat feature, which reportedly led to an 18% increase in unique converters for app installs and purchases in Q2. Additionally, new “App End Cards” are designed to automatically pull images from the App Store to boost engagement and downloads.
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At its annual developers conference, Roblox announced two significant initiatives to boost its platform: a new short-form video application called “Roblox Moments” and an increase in earnings for its creators.

Roblox Moments: This new feature is a TikTok-style video app that allows users to record, edit, and share 30-second gameplay clips directly on the platform. The move aims to redirect the billions of views that Roblox content currently receives on external sites, such as YouTube and TikTok, back to its own platform, thereby increasing user engagement.

Roblox announced an 8.5% hike in the exchange rate for creators converting their earned Robux currency into real money. The company noted that its creator community has earned over $1 billion in the last 12 months, with more than 100 individual games generating over $1 million annually.

The company also unveiled new AI-powered tools for creators, including APIs for text-to-speech and speech-to-text, as well as the ability to generate interactive in-game objects from simple text prompts.

The announcements are part of a broader strategy to transform Roblox from a pure gaming platform into a comprehensive hub for e-commerce, socializing, and advertising, thereby retaining its users and creators within its ecosystem.

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