Who wants to farm potatoes in the metaverse? Exploring Roblox's corporate hell-worlds

Gone are the days where a billboard at the side of the road and an expensive TV advert during the X Factor were enough to get your product noticed. Now you've got to advertise in online video games, such as Roblox. If you haven't heard of Roblox, it's basically a more rubbish version of Minecraft. Instead of creating worlds, people – mostly children – create complete games. Roblox now houses more than 50m games that can be played on your phone, computer or games console, and 19% of all children in the UK are said to play it. It has had its success stories, turning the occasional teenager into a millionaire from their bedroom, but it also has a dark side, with children running up bills in the thousands buying pixelated meta-tat and, worse, receiving allegations of games being used for grooming.