Hilton attends the invite-only party in person each year, but this particular scene played out last month in Paris World, Hilton’s virtual experience on popular gaming platform Roblox, where she joined as an avatar. Nearly 400,000 Roblox users visited her virtual Neon Carnival that mid-April weekend, about 40 times the number of people who went in real life this year, according to Hilton. (The digital event was sponsored by Levi’s and designed in part by Brent Bolthouse, the founder of the original Neon Carnival).