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 fans have recently begun rediscovering a strange video of a creepy clown that players can find when entering a command on some servers.

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.