On April 29, as first reported by Digiday, Walmart launched its e-commerce test inside Roblox via a new “IRL Store” inside its pre-existing Walmart Discovered world. Roblox players loading ...

Walmart's Discovered experience started out last year as a way for kids to buy virtual items for Roblox inside the game. But today, that partnership is testing out an expanded pilot program that ...

by Colin Kirkland, July 1, 2024 ; e.l.f. Beauty is expanding its partnership with Roblox, becoming the first beauty brand to test real-world commerce in the virtual gaming platform.