Per Lisa Hau, Bidstack’s chief strategy officer, “Gaming has an audience that is undeniable. It reaches one-third of the world's population and continues to grow.” And the average gamer is not the popularly imagined anti-social teenage male, as “45% of gamers are now female, and the average age sits comfortably at 34 years old.” It’s a compelling opportunity for beauty brands, Bidstack says.

The House of NYX Professional Makeup, opening on iHeartMedia’s music and entertainment corner of the Roblox gaming platform, gives gamers a place to sample digital beauty products. Meanwhile, Maybelline New York and L’Oréal Professionnel have created makeup looks and hair styles for use on avatars across more than 4,000 platforms and apps worldwide.

The Children’s Advertising Review Unit of the BBB National Programs Inc. tells marketers its guidelines apply to ads in the metaverse, and the watchdog will ‘strictly enforce’ in the space.