Clip It, the Roblox social media contender in the TikTok space, has crossed the one billion views threshold, according to the company. Roblox reportedly plans to leverage that achievement by launching an ad-supported product for Clip It that merges aspects of its custom-branded Roblox game spaces with programmatic advertising. Clip It offers an endless feed of short-form video, with video ads peppered amidst the content, drawing comparisons to TikTok. Clip It currently serves the same programmatic ads as the Roblox mothership, but that is about to change, thanks to its growing popularity.

“Clip It plans to launch its own advertising products in the near future,” confirms DigiDay, noting that since launching in March, “Clip It has rapidly become one of the most popular experiences on Roblox” notching “over 8 million monthly active users” and a billion cumulative views as of this month, according to the Clip It team.

Clip It was awarded a grant by the Roblox Creator Fund and also won an Innovation Award at this year’s Roblox Developers Conference. “At the moment, the game’s creators are taking advantage of its considerable growth and success by selling premium content and taking a cut of in-game item sales,” DigiDay writes.

The fledgling platform was created by Neura Studios, a Roblox-focused developer that has so far monetized it through Roblox’s ad revenue sharing plan and selling game add-ons, reports Tubefilter, explaining that Clip It is “a short-form video platform located inside a metaverse platform.”

To help with ad sales and business expansion Neura recruited the Makeshift agency. Tubefilter quotes Makeshift co-founder Ben Sarraille saying the developers view Clip It not as a game “so much as a social platform, and that makes a huge difference for what brands can do with it.”

In March, Roblox VP of Developer Relations Matt Curtis told Fast Company that the Gaming Fund was being increased to $35 million in annual awards, renaming it the Developer Fund. The new incarnation includes “developer studios and users who want to build things beyond games on the server,” with Neura one of the first to have benefitted from the new guidelines.