This Week In The Metaverse: Paris Hilton’s Halloween Roblox Party, Cheetos Goes Meta

Things are moving fast in the metaverse and in the wider world of Web3 as a whole. Here’s what you need to know from the past week:

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Paris Hilton and her company 11:11 Media are hosting Cryptoween on Roblox until November 1st. / Adobe Stock

Experts meet at Advertising Week to discuss web3

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Blockchain-based technologies like NFTs and the Metaverse took center stage during the opening days of Advertising Week 2022. Experts from agencies and brands have gathered on Manhattan’s Lower East Side to explore web3 and explore how it will transform the advertising industry. Read more here.

Paris Hilton is throwing a Halloween party in Roblox

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Paris Hilton, the self-proclaimed “Queen of the Metaverse,” on Monday launched an event to celebrate Halloween at Paris World, a virtual experience in Roblox developed by her company 11:11 Media. Cryptoween, as the event is called, offers visitors the chance to hang out with Hilton’s avatar and try on virtual Halloween costumes. Attendees can also give their own avatars a Halloween makeover using Urban Decay virtual beauty products from L’Oreal, which has partnered with the Hilton brand to launch the event.

Cheeto’s ‘Chesterville’ goes live at Horizon Worlds

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Cheetos has debuted Chesterville in Horizon Worlds (Meta’s virtual reality platform), marking the first Metaverse-based experience not just for Cheetos, but for Frito-Lay’s entire portfolio of brands. Launched in celebration of Halloween, the virtual experience, named after Cheetos brand mascot Chester Cheetah, recreates a suburban neighborhood that is so often the setting for popular Halloween movies. (Someone has to tell Hollywood that kids around town go trick-or-treating, too.) Visitors to Chesterville can participate in a variety of challenges and track the points they’ve earned in a “Mischief Meter.”

“As a culture-centric brand dedicated to innovative consumer experiences, Cheetos is proud to bring Frito-Lay into the Metaverse,” said Stacy Taffet, Frito-Lay’s senior vice president of marketing, in a statement. “This is a significant moment for both the brand and portfolio as we expand the way we engage with fans and invite them to experience Cheetos in a whole new way. We can’t wait to welcome consumers to Chester’s virtual domain, which brings to life his personality and the Cheetos brand ethos.”

MasterCard aims to help banks provide crypto services

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Mastercard announced that it is preparing to test Crypto Source, a new program developed in partnership with crypto trading platform Paxos, designed to help banks enter the crypto space. As part of the partnership, MasterCard will handle security and regulatory issues on behalf of customers, while Paxos will oversee asset management. Click here to read more.

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