A specialty teen apparel retailer is expanding its presence on the Roblox digital gaming platform in a big way.
Pacsun is opening a fantasy interactive mall experience on Roblox, called Pacworld. Working with existing game development studio partner Melon, Pacsun will extend its existing catalogues of virtual items on Roblox, first launched in June 2021, by letting customers sell its virtual goods in customised digital malls.
Within this new social and shopping metaverse environment (where consumers use augmented and virtual reality (AR/VR) technology to digitally engage with each other and their surroundings, with crossovers into the physical world), customers can virtually become the owner and operators of a new mall, and it is their objective to make the mall as profitable and popular as possible. Customers will be able to create and remove shops, upgrade the shops that do well, decorate the mall to try and attract more customers, and invite their friends to visit their mall.
Pacsun shoppers will be able to customise their malls with flair and aesthetics that can be purchased with their virtual “Robux” income they earn in-experience. The starting point is a sunny beach island reminiscent of Pacsun’s Southern California headquarters location, where players can choose a plot for their personalised mall that they can then build their stores onto.
