Gaming isn’t just for fun anymore. It’s turning into a shop aisle where clicks buy real-life objects.
Experts Say
Expert Voice #1 – Business Insider (May 2025):
Roblox launched a deep dive into real-world commerce by linking with Shopify, letting creators sell physical goods inside the platform—think lip-gloss, event tickets, and plushies—all while dropping avatar perks alongside reddit.com+6businessinsider.com+6voguebusiness.com+6. This gives Gen Z a seamless game-to-purchase journey and could capture a chunk of the $180 billion gaming market.
Expert Voice #2 – Forbes Tech Council (Dec 2024):
A CVL Economics report finds nearly 90 percent of game studios already use generative AI. Now marketplaces are turning hyper-personalized, using AI to guide users from scroll to buy, while handling diverse regional payment systems—like Boleto, Bizum, Venmo—smoothly businessinsider.com+1voguebusiness.com+1forbes.com.
Our Take
Games are evolving into immersive shops. Roblox is paving the way, Fortnite is inches from joining, and AI is crafting those golden moments when casual play becomes intentional buying.
But tying commerce to play needs finesse—shops must feel like part of the world, not an ad pop-up. Brands win by embedding authenticity. Think Nike’s virtual stadium, Fenty’s lip-gloss drop, Gucci streaming merch as status. And AI-driven personalization means a teen in Armenia might see sneakers linked to their in-game style, paid via a regional e-wallet.
3 Actionable Moves
- Design “Phygital” Drops
- Build a limited-edition digital item in-game (skin, accessory).
- Offer the physical twin via Shopify integration in the same digital space.
- Use exclusivity (“only 100 available”) to drive hype and convert digital to real-world momentum.
- Build a limited-edition digital item in-game (skin, accessory).
- Use In-Game AI Stylistics
- Train a chatbot using gameplay and avatar choices to suggest related avatar gear or IRL products.
- Embed it in-game as a virtual shop assistant offering “Compliments your vibe” items.
- Track click-through to shopping cart. Optimize voice/phrasing based on conversion rates.
- Train a chatbot using gameplay and avatar choices to suggest related avatar gear or IRL products.
- Offer Geo-Pay Adaptation
- For each region (like Armenia), identify and support at least two local epay systems (e.g., UPay, Mobidram, IDram).
- Make transaction seamless: user clicks, selects e-pay, completes purchase in under 3 clicks.
- Monitor dropoff: if more than 20% exit at payment, add more local methods and one fallback.
- For each region (like Armenia), identify and support at least two local epay systems (e.g., UPay, Mobidram, IDram).
The next big wave in e‑commerce lives inside games. Brands that sell IRL goods directly in-game, use AI to personalize, and adapt payments to local customs will ride it—others will get left behind.
Written By Vanessa Manvelyan
