Google on Tuesday announced a new partnership with gaming company Roblox, which will allow advertisers to purchase and scale Roblox’s Rewarded Video and other immersive ad formats. That means marketers who want to reach the younger Gen Z audience that dominates the platform will be able to use Google Ad Manager to place their video ad buys, including the Rewarded Video format, Roblox says.

The latter can be purchased both directly and programmatically, allowing brands and agencies to reach Roblox’s “tens of millions” of Gen Z users who are active daily on the service.

For Roblox, the partnership offers more ways for game creators to monetize their efforts while also offering their players other ways to earn benefits inside their games. With the Rewarded Video ads, Roblox users watch up to 30 seconds of full-screen video ads in the Roblox games and online experience to receive the perks the game creator chooses to make available. The company says that tests of these ads saw completion rates of over 80%.

Roblox also announced other partnerships in the industry, including with Cint, DoubleVerify, Integral Ad Science (IAS), Kantar, and Nielsen to help advertisers measure the impact of their ad buys.