This week, we discuss how adding animated chats to Roblox will advance the company’s plan to enrich its virtual world.

Roblox is rolling out virtual billboards with video advertisements, the gaming platform said on Wednesday, in its latest move to draw revenue from its games that are mostly free to play.

The idea, first conceived by Gene Roddenberry for Star Trek’s “holodeck” (first appearance in The Practical Joker, a 1974 episode of the animated series), has eluded developers for good.

The success of video game platform Roblox raises questions about its economic model. Children and teenagers are essential cogs in a machine that is now drawing the attention of French lawmakers.

The new ad partnership creates access to Roblox's 85 million daily users through rewarded video ads, allowing brands to reach Gen Z audiences.