E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

Roblox is planning to soon introduce ads in between games to grant players rewards and it's one step closer to their already rich ecosystem.

In addition to Fortnite and Roblox spam, Sonatype has recently identified multiple campaigns targeting users of Discord, a messaging platform popular among gamers.