PERSONALIZED USER ENGAGEMENT IN A VIRTUAL REALITY ENVIRONMENT

Systems and methods are described for generating a virtual reality (VR) environment comprising an interactive object, wherein the interactive object is associated with a service provider and is generated based on a user profile associated with a current VR session in the VR environment. The systems and methods may detect user input in association with one or more options associated with the interactive object, and, based on the detecting, cause an action to be performed in association with the user profile and the service provider associated with the interactive object, wherein the action comprises accessing a service provided by the service provider, the service being external to the VR environment.