Media mogul Paris Hilton’s newest Roblox experience, “Slivingland,” was visited by over 3.2 million users during the period between its launch in Aug. 2023 and Feb. 2024. 

According to a report co-authored by Hilton’s 11:11 Media and metaverse research tank GEEIQ, this level of exposure is equivalent to a $60 million traditional advertising campaign.

The 42-page report examines the state of metaverse advertising through the lens of Roblox, a metaverse gaming platform boasting over 71 million daily users as of Q4 2023. Roblox reported an annual revenue of $2,799.3 million for 2023, up 26% year-over-year.

Overall, Slivingland’s ad equivalency accounted for about 2.6% of Roblox’ total earned media equivalency in 2023. The report credits synergy from a viral TikTok campaign for spurring the sales.

“Slivingland is designed as an evergreen entertainment hub for Paris fans around the world. Fashion, of course, is a central feature of the experience. Avatar customization and self-expression is key to Roblox’s brand success and it’s important to Paris’ community too.”

Hilton’s Slivingland Roblox experience reportedly sold “nearly half a million” emotes on the platform during a two-month period at the end of 2023. The emotes cost 100 Robux (the platform’s native currency) each. Depending on how a player’s Robux is purchased — with subscriptions available that offset some of the face cost — 100 Robux is worth around $1.25. It’s unclear what kind of revenue split Hilton receives from Roblox.

This isn’t Hilton’s first venture into Roblox. In Oct. 2021 she launched “Paris World” on Roblox. In a later interview with CNN, she referred to herself as the “Queen of the Metaverse” and said she’d always been an “undercover nerd.”

As Cointelegraph recently reported, Hilton’s 11:11 Media and Andreessen Horowitz’ a16z were among the investors behind a $54 million fundraise for blockchain-based IP ownership network Story Protocol in Sep. 2023.

She also launched a romance-themed metaverse on The Sandbox just in time for Valentine’s Day of 2023. Dubbed “Parisland,” the experience was described as “a Virtual Reality (VR) dating experience crossed with a reality dating show.”

Related: Metaverse experiences with major brands, artists and DJs drive The Sandbox’s resurgence