Portal Experience ultimate driving

Warner Music Group likes Roblox so much, it bought a share in the company a while back, and has since worked with the gaming firm on a series of virtual concerts for its artists. The next one is happening on 17 September, and the artist is Twenty One Pilots.

The concert is part of the launch for their next physical tour, and is the latest expansion of Roblox’s ambitions for what these events can include. The performance will include a “dynamic setlist dictated by fans”, but those fans are also being encouraged to get involved early in other ways.

There will be ‘pre-concert quests’ taking place in three popular Roblox games – Ultimate Driving: Westover Islands, Creatures of Sonaria and World // Zero – with fans able to win prizes and then jump through to the official ‘pre-concert venue’ in the days leading up to the event.

It’s also a step up in terms of the virtual merchandise, with more than 30 items available to buy at and around the concert. The experience has already notched up more than 1.4m visits and been favourited by more than 31,000 fans.

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Music Ally's Head of Insight

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