On Friday, we launched a groundbreaking new feature in TWICE Square — the first real-world commerce moment for music on Roblox.

In collaboration with TWICE, Republic Records, and Roblox, we introduced an immersive shopping experience within TWICE Square to mark the release of the group’s new album, Strategy. For a limited time, fans could purchase an exclusive ‘Strategy’ cap directly inside the experience — a seamless blend of fandom, fashion, and technology.

Why This Matters

🛍️ Real-world commerce is officially here in UGC gaming. By enabling players to engage in in-experience purchases without leaving the platform, we're setting the stage for more intuitive, immersive and effective brand touchpoints. This approach increases both user engagement and retention, especially in communities where loyalty and culture intersect — like K-Pop.

This activation is just the beginning. Expect more exclusive drops and commerce integrations in TWICE Square as we continue pushing the boundaries of what’s possible in Roblox.