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Japan's Hakuhodo dives into metaverse with virtual ads

With sales on Roblox platform, agency enters market projected to top $800bn

A Hakuhodo group company will sell in-game ads in virtual worlds on Roblox, a popular game platform. (Photo courtesy of Digital Advertising Consortium)

TOKYO -- Ad agency Hakuhodo DY Holdings will become the first company to sell metaverse advertising in Japan, tapping a market that is forecast to skyrocket as the technology takes off.

Group company D.A.Consortium Inc. intends to sell ad space in virtual worlds created on Roblox, a game-building platform with 50 million daily players. Advertisers can display still images or video on in-game buildings and billboards, and change the content based on a user's demographic profile.

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