‘Advergames’: how games platform Roblox became a corporate marketing playground

Advertising to children is strictly regulated – but household brands are flooding the gaming platform Roblox with interactive marketing. Is this a danger to young users?In the blocky world of Chipotle Burrito Builder, players don the uniform of the Tex-Mex restaurant chain to make burritos for virtual customers. The available toppings are taken from Chipotle’s real-world menu. Your shirt and cap are emblazoned with the Chipotle logo. And when the game launched two years ago, the firs