Roblox is opening up its video ads offering to all advertisers following trial testing with brands including Warner Bros. Pictures.

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.

Roblox (RBLX) shares rose in early trading on Tuesday after the video game platform announced a video advertising partnership with Google (GOOG) (GOOGL). Read for more.

Roblox is introducing Rewarded Video Ads, allowing players to earn in-game currency and power-ups by watching ads.