Brands can now sell physical products within their virtual Roblox experiences and link real-world products with digital items ...

Purchasing in-game items is nothing new to Roblox, but now users can shop for actual physical merch and receive an avatar item on top of it. Eligible creators can bundle digital items with physical ...

Fenty Beauty is among the companies testing new ways to merge virtual and physical shopping experiences to produce sales.

The move is a minor departure from Roblox's successful and longstanding business model of free-to-play games, with a focus on purchases of its in-game currency "Robux," which is used to buy items ...