Chipotle Mexican Grill is adding a new experience to an existing Roblox promotion in observance of a major Mexican holiday.

Chipotle returns to the "metaverse" of Roblox to debut animated short film ad and details $2M in donations.

Prior to entering the video game restaurant, users will dress up their Roblox avatar with Chipotle-inspired costumes and accessories, such as a Chip Bag Ghost, Burrito Mummy, Spicy Devil, Guacenstein, ...

In just under two months, a Roblox user-created game called Grow a Garden has become a massive hit.

Like YouTube, Roblox started as an online stage for young creators. As the company grows toward 100 million active daily users, contributors are making big money selling games.