Tokens.com Launches Platform for Advertising Within Virtual Gaming Worlds

Tokens.com has launched a proprietary eCommerce platform that allows product placement and advertising within virtual gaming worlds like Roblox and Fortnite.

The new Valor platform within Metaverse Group enables players within these environments to scan branded items, claim offers and earn points that can be redeemed for rewards, the company said in a Tuesday (Dec. 19) press release.

“The Valor app was developed to solve a key problem for brands who were looking to advertise in popular gaming platforms like Roblox and Fortnite where links and QR codes are not allowed,” Andrew Kiguel, CEO of Tokens.com, said in the release. “Valor provides a solution by giving brands the ability to offer a shopping experience to players, without taking them out of the game flow and disrupting the environment with links and QR codes.”

For example, a gamer could encounter a brand’s product within the metaverse, interact with it, purchase it in the physical world and earn in-game rewards, according to the release.

Through Metaverse Group’s Helix Worlds technology, which powers the Valor platform, brands can place their products into the environments while retaining the immersive experience and staying within platform guidelines, the release said.

Helix Worlds can be added to any app and will be available in multiple games, per the release.

“Valor using Helix Worlds technology was innovated for brands to market their products to a new audience and for consumers to enjoy an improved shopping experience,” the press release said.

The new Valor platform joins Token.com’s range of products and services that connect brands to consumers in 3D environments, according to the release. The company’s offerings include branded virtual stores, game development and analytics, and eCommerce solutions for gaming platforms.

There are 3 billion gamers worldwide playing on a monthly (if not daily) basis, Itamar Benedy, co-founder and CEO at Anzu, a firm focused on in-game advertising, told PYMNTS’ Karen Webster in an interview posted in April 2022.

That total provides 3 billion reasons to engage digital audiences with ads made for that milieu, Benedy added.

“It’s easy to argue that every brand in the world has an overlap with the gaming audience,” Benedy said.