Common Sense Networks is bringing additional safeguards to ad campaigns on platforms like Roblox and Fortnite. The firm known for evaluating media based on its suitability for children has teamed up with publisher Super League for a global partnership centered around kid-friendly branded content.

A press release describes the deal as “a new initiative that enables brands to connect with young audiences on a global scale in safe and suitable ways across major gaming and video platforms, including Roblox, Fortnite Creative, Minecraft, YouTube, TikTok, and beyond.” Those hubs are flourishing thanks to the game-creation capabilities they offer and the monetization opportunities they present.

As Roblox in particular becomes a touchstone of Gen Alpha culture, brands are figuring out how to reach young consumers on the platform. Some advertisers, such as Paris Hilton’s 11:11 Media, have found that Roblox-based campaigns deliver the same level of buzz as a $60 million initiative.