On April 29, as first reported by Digiday, Walmart launched its e-commerce test inside Roblox via a new “IRL Store” inside its pre-existing Walmart Discovered world.

Starting this week, Walmart is expanding its partnership with Roblox by allowing teens to buy IRL goods from inside the game's virtual stores.

Thousands of players flocked to a digital world filled with draconian rules, slavery, and anti-Semitism—and tested how far “just a game” can go.