Continuing a big year for Christmas-themed games in 2023 is Roblox; the game platform is getting a new experience based on Jon Favreau’s holiday comedy Elf, developers announced Wednesday.

While Roblox shareholders have also certainly noticed the early success of A Minecraft Movie, the market is not sending clear signals.

From creating virtual experiences to selling tickets within games and social media, Hollywood is trying to capture the attention of young fans in places they frequent.