Roblox—with more than 25 million daily concurrent users—announced in May 2025 the ability for users to buy physical products from Roblox experiences, with their in-game avatars likewise getting items as part of their purchases. Nike has partnered with Roblox on its Nikeland experience since 2021, where users can not only play virtual dodgeball, but buy digital shoes for their avatars.
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If the session lineup is any indication, the tech conversations dominating the festival floor aren't going to be comfortable ones. From the creeping fear that AI is quietly hollowing out our capacity to think, to a generational reckoning over what work even means anymore, this year's tech and digital culture programming is shaping up to be one of the most charged in recent memory.