With a focus on edutainment, the Roblox activation from beauty brand e.l.f. enjoins its Gen-Z fans to create their dream start-up and hone their entrepreneurial skills.

Through the partnership, Roblox will help WPP to develop new strategies for leveraging the platform as a creative channel, including partnerships with Roblox creators.

For brands seeking to engage Gen Z in the metaverse, Roblox’s VP of global partnerships, Christina Wootton, shared her top five tips based on success stories from various industries.