Roblox is getting its first-ever 'virtual red carpet' movie premiere experience, complete with exclusive content and distinctive mini-games.

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.

Roblox will roll out paid videogames on its platform and allow developers to sell physical merchandise through their created games, the company said on Friday.