Socialite and social media personality Paris Hilton has recently entered the video game industry with her latest business venture, a metaverse called Paris World in Roblox. According to Reuters, Hilton revealed that her intention to join the metaverse and create her own virtual world was due to the virtual world having no limitations, “For me, the metaverse is somewhere that you can do everything you can do in real life in the digital world. Not everybody gets to experience that, so that’s what we’ve been working together on over the past year – giving them all my inspirations of what I want in that world.”

It’s almost time! I’m DJing tonight in #ParisWorld for the #NYE countdown 11pm ET and PT! 🥰🥰🎊🎊🚀🚀 See you in the metaverse! @Roblox @djskee @dash_radio pic.twitter.com/mf1YNFA7L6

— ParisHilton.eth (@ParisHilton) December 31, 2021

In Paris World, players can explore an island carefully curated by Hilton for free, which features replicated versions of her Beverly Hills mansion, her dog’s mansion, and the famous venue where she had her neon carnival-themed wedding. The virtual world also includes microtransactions, like paying for Hilton-inspired clothing for your Roblox character. Hilton also revealed that she would be hosting a New Year’s Eve event in Paris World, where she’ll be virtually playing a DJ set and having a New Year countdown with all her fans for 2022.

Reuters also revealed that Paris World was recently launched by Hilton’s media company, 11:11 Media, as an attempt to create a bridge between Hilton and her younger fans. Veteran media executive Bruce Gersh, who is currently working with Hilton to promote her image, believes that Paris World will be a good opportunity for Hilton to connect with more fans, “We think that there’s a real opportunity for Paris to influence, even at a younger level than who her core customer is. We’ve built a fantastic, whimsical world that we believe her fans and new fans will love.”

Hey @Roblox! We are 7 minutes away from New Year’s Eve! 🥳 Loving all your New Year’s eve looks! Beautiful!! 😍 #ParisWorld 😍😍😍😍😍 pic.twitter.com/9Z4R8nWk6W

— ParisHilton.eth (@ParisHilton) January 1, 2022

Paris World is the latest addition to Roblox’s long list of real-life celebrity and brand collaborations. Previously, the game platform has hosted virtual concerts for Lil Nas X and Zara Larsson for players and also featured curated in-game clothing collections by Nike and Tommy Hilfiger.

With the metaverse becoming more popular, who knows what the future has in store as celebrities turn to the virtual world for more creative opportunities to connect with fans all over the world.