An immersive gaming platform with a large Gen Z fan base is partnering with a Canadian e-commerce platform to allow its brands to sell physical items directly within the game.

Walmart is returning to Roblox, but this time with a virtual world where gamers can discover new virtual items and accessories to personalize their experience, not browse or shop items from ...

Roblox is diversifying its revenue streams into areas like real-world commerce and ads as it aims to capture 10% of the $180 billion gaming market.

This is the first such partnership for Roblox, which plans to integrate with “various” e-commerce platforms in the future.

Roblox brings the mall to the metaverse, and vice versa Fenty Beauty, The Weeknd and Paramount are among the marketers testing new ways to merge virtual and physical shopping experiences and sales.

Starting this week, Walmart is expanding its partnership with Roblox by allowing teens to buy IRL goods from inside the game's virtual stores.

While Roblox projects the majority (80%) of those users will come to Roblox to play games, the platform expects the remaining 20% to come to the platform to shop, learn, talk or consume entertainment.