The US coffee giant just launched the first virtual stores in some of the most popular Roblox role-playing games (Dubit).

Users can win 35,000 UGC items and real-world rewards like free coffee.

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Gaming is big business...

Why it matters: Roblox alone boasts 66M daily active users and the global gaming market is projected to reach $45B this year. Half of Roblox's user base is Gen Z, spending an average of 2.6 hours per day on the platform. 🤯

And the average user spends nearly $60 per year on the platform.

Brands are realizing: Go where the people already are.

Global Roblox game user distribution by age 2023 | Statista

By the number: Over 80% of Interband's top 100 global brands have launched virtual activations.