Alo Yoga focuses on "community-driven wellness" with Gen Z on Roblox. Alo is taking an approach to gaming they say isn't an "addictive loop," but rather offers a relaxing space in the virtual world. The latest update to their virtual space, Alo Sanctuary, added yoga classes, meditation zones, a virtual "ice plunge," and more, all aimed at encouraging healthier lifestyle habits outside the game, too. But there's also a merged IRL / virtual shopping experience element they say is the first of its kind: by scanning a code at a real Alo store, players can get an exclusive jacket for their avatar. And of course, there's Alo clothing in the game, which cost real money via Robux to dress up in virtually. Since the launch of Alo Sanctuary in 2022, the experience has amassed 118M visits, and its visitors have doubled year-over-year, making the fastest-growing brand on the platform. ( Glossy ) 📊 YPulse data: 55% of 13-39-year-olds think video games should be used to help with mental health