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Fashion Label Forms Permanent Presence In Roblox With Gucci Town

New “virtual piazza in the landscape of Roblox” follows Spotify, Gap, McLaren, the Brit Awards, and near-countless others

High-end fashion house Gucci is the latest in a long line of brands that have partnered with Roblox, although its latest is a permanent “persistent digital social space” to showcase the firm’s latest products.

This follows Spotify‘s collaboration with Roblox, establishing Spotify Island, a virtual space that is said to create “an easy opportunity for artists to connect with fans and to partner with Spotify on the creation of in-game virtual merchandise”.

Persistent partnerships

Roblox is no stranger to brand partnerships – the list of limited experiences from the past six months alone is near-exhaustive – but the decision to create permanent presences, as in the case of Spotify and Roblox, is more unusual.

Roblox has been criticized for its lack of protections for its young player base , including against community members and from its “black market” monetization of collectables and wearables.

But Roblox’s dominating ubiquity remains a considerable draw for brands, and we expect to see more permanent collaborations as firms seek to solidify their grasp on the amorphous metaverse.

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