The news: Roblox, with Shopify’s support, is opening up Commerce APIs that allow eligible brands and creators to sell physical goods within their in-game experiences. It’s applying metaverse-style commerce strategies into its gaming ecosystem.

Game platforms and creators looking to monetize beyond in-game purchases can now transform virtual fandoms into profitable brand loyalty, per The Verge.

How it works: Participating Roblox games will have a “premium shop” where users can browse items like T-shirts and hoodies. Clicking on the items initiates a checkout process from within the game.

Eligible creators and brands can link real-world buys to digital perks—buy a hoodie, get one for your avatar too.

Brands peddling virtual merch in games isn’t new. Balenciaga, Moncler, Nike, Adidas, Ralph Lauren, NFL, and Travis Scott have all sold in-game goods on Fortnite. Roblox is taking it a step further with physical items, with Fenty Beauty already selling a shade of lip gloss exclusively for Roblox gamers.

Monetizing experiences: In-game merch sales have a bigger implication for independent sellers and game creators who can now offer a frictionless experience for impulse buys without having to direct them to another website or app.

• Merch can foster deeper relationships between creators and their users. Exclusive items and scarcity tactics like limited-edition drops and event-themed products can generate user engagement.
• In-game merch can also serve as free advertising by converting fans into walking billboards for brands, Roblox games, and creators.

Our take: Roblox’s Commerce APIs unlock a new monetization layer that turns virtual gameplay into real-world storefronts. This indicates that the line between digital and physical retail is blurring. Brands and creators now have an avenue to test exclusive promotions, avatar bundles, and limited-edition merch within the game.

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