Paris Hilton is “sliving” it up in her new Roblox world

Paris Hilton is expanding her Roblox world.

The game creation platform with a GDP bigger than some countries has not been quiet about its plans to become the “it” place for metaverse enthusiasts–and now one of the 2000s’ most “it” girls is at the forefront of those plans.

In partnership with Hilton, 11:11 Media and Sawhorse Interactive are introducing Slivingland, a digital city within Roblox where players can experience Paris Hilton-themed locations (like a nightclub with a minigame dance floor), events, and cosmetics, as well as music, podcasts, TV shows, and films from 11:11 Media’s library.

The name comes from “sliving,” a portmanteau of “slaying” and “living your best life” that Hilton started using in 2019.

Hilton has had a place in Roblox since 2021, when she introduced “Paris World,” where players could step into her shoes by visiting a replica of her Beverly Hills mansion and seeing the boardwalk where her wedding reception took place. At the time, Hilton said Paris World was a way for people who can’t experience the lap of luxury IRL to get a taste in pixels.

Slivingland (which is separate from Paris World) debuts today with a community game night hosted by Hilton. Then, on Aug. 25, she’ll host an “immersive DJ performance” that will “[blur] the lines between real life and the virtual world,” according to a rep.

Also, to mark Slivingland’s launch, Hilton is dropping a 10-piece collection of Y2K-themed cosmetics for Roblox avatars, including chunky pink headphones, chokers, and a sparkly suit.

One of the core components of Slivingland is photography: Every player who arrives will get a virtual camera, which they can level up by taking photos around the digital world. By doing so, they’ll unlock collectible items and find easter eggs hidden throughout Slivingland.

It took around 20 people to put Slivingland together, Cynthia Miller, 11:11 Media’s director of web3/metaverse, told VentureBeat.

“Paris Hilton was one of the first celebrities on Roblox back in 2021, well before others were thinking about Roblox and the metaverse, and she has always been a pioneer and a futurist in that sense,” Miller said. “When we thought about the importance of gaming and new platforms and virtual worlds, and particularly Roblox as a strategic pillar, we knew that this was an area that we were really excited about. And Paris personally was really excited about.”

“I couldn’t be more excited about my newest collaboration with Roblox,” Hilton added in a statement. “Slivingland is all about bringing my fans together from around the world to engage in a world of fun, fashion, and friendship. It’s a place where we can connect, create, and sliv together, making unforgettable memories in a whole new virtual universe!”