Roblox Launches Physical Merch Sales

Roblox users can now buy physical products within Roblox experiences. Multi-platinum artist The Weeknd is one of the first to trial the initiative.

Why it matters:

• Roblox is an online platform that allows users to create and play games.

• The company claims that on average it attracts 97.8 million daily active users.

• Artists such as Slick Rick and Zara Larsson have sold virtual items in-game on the platform.

• A Roblox news story states, "Eligible creators (including brands) can bundle physical purchases with digital items via Roblox's new commerce APIs with Shopify".

How it's working:

• The Weeknd launched his playable world-building experience, The Weeknd Hub, on May 16.

• The game offers an exclusive shoppable ticket bundle for his film Hurry Up Tomorrow, paired with a limited-edition digital item on Roblox.

• The Weeknd Hub offers users the opportunity to immerse themselves in "scenes from the film, complete the Prologue and descend the subfloors prepared for battle".

• Users can also listen to tracks from Hurry Up Tomorrow and shop The Weeknd's user generated content and emotes.