Playgrounds digitais: affordances, cultura do consumo infantil e a presença das marcas na Roblox.

This paper discusses the presence of brands on the Roblox online gaming platform, in apps aimed at children, seeking to analyze the presence of organizations and brands in this metaverse environment through case studies. This is an intentional exploratory research through direct observation on Roblox, in virtual environments that contain actions and consumption by brands aimed at children, recording the programmed interactions between brands and child users through the affordances designed. Roblox focuses on user-generated content and creativity and is one of the most popular global gaming platforms, in which we found a hybridization of consumption, applications and brands, which seek to influence children’s consumption, especially in the Alpha generation, covering their entertainment. The results validate the need for further analysis through the study of mediations and interactions. [ABSTRACT FROM AUTHOR]