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Swedish pop star Zara Larsson says she's made a seven-figure sum by selling in-game merchandise like hats, backpacks, and sunglasses to dress up their avatars on the video game platform Roblox.
With prices starting at less than £1, Larsson says it's "freaking insane" to have earned more than $1 million or £740,000, since joining the platform in May.
Larsson, known for hits like Lush Life and Symphony, first teamed up with Roblox to promote her new album, Poster Girl.
In May, she hosted a virtual "dance party" within the game, allowing fans to watch her perform, hang out, and take part in an online scavenger hunt.
During the concert, fans could also buy outfits, hairstyles, dance moves, and a customizable Zara Larsson avatar for prices ranging from 60 Robux, approximately £0.67, to 400 Robux, or £4.95, for the star's likeness.
Larsson pointed out that selling wasn't the motivation for the concert as she just wants to connect with fans."
In-game concerts and virtual merchandise could be a lifeline for musicians as streaming royalties aren't compensating artists fairly, says Larsson.
She noted that to make a seven-figure sum from YouTube or Spotify would take very long, requiring and hundreds and millions of streams.
Larsson's Roblox show attracted over 1.6 million users, who made over four million visits to her pink, Swedish lake house-themed world.
Many of those fans couldn't travel to a concert venue, or afford a concert ticket.
As some heard Larsson's music for the first time, they were calling Larrson "the Roblox girl!'"
