Gaming Platforms Move Beyond Games Into Selling Virtual Goods in the Metaverse

Roblox and Fortnite are serving as marketplaces


As the pandemic accelerates the decline of physical shopping malls across America, a new form of virtual space is emerging to provide a futuristic version of the commercial and social experience these institutions once offered young people.

While definitions vary for this so-called Metaverse, it usually involves a shared online world of some sort, often depicted with video game-like graphics and populated by digital avatars. Until recently, these worlds have primarily served as hosting grounds for massive multiplayer online gaming platforms like Fortnite and the Roblox game creation service.

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This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.