The platform’s new additions appear to bolster opportunities for marketers to drive loyalty, such as through a new, in-game subscription service and more immersive social capabilities.

“From a marketing standpoint, the genius of these is that they keep players engaged in the world of the game.” Roblox declined to share data around how Robux was selling this holiday season.

Roblox is a massively popular gaming platform that allows players around the world to enjoy a wide variety of games.

Roblox announced plans to build tools for developers to create subscriptions within their experiences.