- Live Nation has developed a new “Music Festival Tycoon” experience on Roblox, enabling users to create and grow their own virtual music festivals.
- The game, created in conjunction with Livewire, is inspired by the 200-plus festivals Live Nation produces around the world. In the game, players can book artists, build stages and add amenities.
- The experience offers brands an opportunity to extend their festival sponsorships, enabling them to put their names on stages, create custom activations, engage in creator collaborations and sell virtual merchandise.
The game’s launch is timed to the Lollapalooza music festival that will take place this weekend in Chicago. To tie in with the festival, the band CORTIS, which is making its debut at the real-world festival, will be the first headline artist for the experience. Players will also have the opportunity to use recognizable elements, including its main stage, the iconic lollipop mascot, an official merchandise stand and a Chicago-style hot dog vendor to their own events.
“We know millions of people love attending festivals. We also know a growing number of fans don’t just want to consume entertainment – they want to create it, personalize it and share it with others,” said Anubhav Mehrotra, head of product, data and fan engagement at Live Nation Media & Sponsorship. “Music Festival Tycoon puts players in the role of Festival Director, giving them the chance to build stages, book artists and create the festival they want to experience.”
According to Mehrotra, Music Festival Tycoon has already attracted more than 3.5 million visits and players have created more than 23 million in-game performances. Live Nation has explored gaming experiences before, but Music Festival Tycoon is the first long-term experience on Roblox.
“One of the biggest shifts we’ve seen is that festivals have become year-round platforms that peak when fans come together onsite. Fans start discovering artists when lineups are announced, count down to the weekend, share the experience while they’re there and keep reliving it long after they get home,” Mehrotra said.“Music Festival Tycoon gives them another place to be part of that. It keeps fans connected to each other, the artists, festivals and brands they love throughout the year instead of limiting those experiences to a single weekend.”
