Metaverse: Paris Hilton launched her Roblox video game business

Also in the metaverse, you can wear the 31. On Friday evening, celebrity Paris Hilton, who sometimes works as a DJ at parties, will be throwing a New Year’s Eve concert inside Roblox, a very popular video game that has been said to be “sandbox” – that is, without a specific goal pre-made where players can discover virtual worlds created by other “players” via their avatar – which is worth more than $56 billion on the exchange and attracts nearly 50 million active users every day.

And so the heiress to the hotel empire of the same name will launch her year-end festivities and call it “Paris World”. In addition to her “group” scheduled for Friday evening, Paris Hilton plans to organize concerts with other musicians. The spectator and spectator will also have the opportunity to visit the virtual replica of the Beverly Hills villa belonging to the influencer, as well as The little palace of his dogs . complete programme.

The virtual world that world-famous celebrities made famous through the reality TV show “The Simple Life” will generate income through micro-transactions within Roblox. In particular, players will be able to get clothes there to wear their avatar or visit the “Paris World” using a jet ski or luxury car. This activity is the latest out of the hat by Paris Hilton’s (“11:11 media”) affiliate that has already spawned a podcast, “This is Paris,” or a show on Netflix: “In the kitchen with Paris Hilton.”

Rush to Metaverse

By landing in Roblox, Paris Hilton has been added to the list of celebrities who have set foot in the metaverse – a virtual world where anyone can live a parallel and virtual second life. At the end of 2020, rapper Lil Nas X held a virtual concert in Roblox through his avatar.

Others like Marshmello, Ariana Grande or Travis Scott have chosen the Fortnite video game – the so-called “Battle Royale” in which 100 players simultaneously clash in a gradually shrinking space with only one survivor at the end – to present their “show”. In April 2020, the “Franchise” performer gave five concerts in Fortnite, which garnered 45.8 million “views” in total.

Big brands are also positioning themselves more and more in these virtual worlds. Tommy Hilfiger launched a clothing line dedicated to Roblox avatars, while Nike opened its “Nikeland” virtual space there in November. However, Roblox and Fortnite aren’t the only video games and/or ecosystems willing to switch to the metaverse. The candidates are many, starting with Facebook (which has renamed itself Meta) which announced in October that it was making it its new priority. The giant plans to invest $10 billion annually to turn this ambition of a virtual world into a reality.