Roblox players unable to protest Israel's actions in Gaza in person have taken to the game's digital streets to make their voices heard. This form of virtual protest not only facilitates community-building but also democratises activism by including marginalised groups.

Specifically targeting back-to-school season, Walmart has launched a Roblox experience for teenagers titled 'Supercampus'. As young people spend more and more time in digital environments, brands are finding fresh ways to engage with them through immersive and seamless in-game experiences.

L’Oréal has launched its ‘Gravitas' campaign into the metaverse with a set of five virtual ‘gravity-defying’ hairstyles. Allowing gamers to express themselves outside of the realms of the physical, the avatars will be available across three platforms, permitting heightened and consistent expression.

Gaming’s cultural clout is pushing ad agencies to explore virtual worlds in the hope of reaching audiences they’re struggling to meet elsewhere. But with players often hostile to any perceived attempts to market to them in-game, how can brands connect with them without ‘diluting’ their experience?