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.

As gaming hits draw tens of millions of simultaneous players, Roblox engineers make sure the internet’s youth never deal with buffering.

Then, with something like Roblox, a seemingly random Saturday could end up becoming the all-time concurrent player record. Such is the case, once again, with this past Saturday.