Roblox brings the mall to the metaverse, and vice versa Fenty Beauty is among the companies testing new ways to merge virtual and physical shopping experiences to produce sales.

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.

Roblox is delivering on a long-promised feature that allows creators to sell physical merchandise in-game.