We write regularly about new artist-focused experiences on Roblox, but all three major labels have their own games or worlds there too, which can host individual artist takeovers as part of their campaigns. UMG’s experience is called Beat Galaxy, launched with agency Supersocial in late 2023, and Zedd is the latest artist to be featured.
Tying in with his new album ‘Telos’ there’s a track-runner game featuring lead single ‘Lucky’ and a collection quest that fans can complete to earn limited items and an exclusive emote for their avatars. The experience is also encouraging fans to pre-save the album on Spotify to unlock more perks – one of the first times we’ve seen this tactic used on Roblox.
Beat Galaxy has been visited more than 1.7m times according to the platform’s public stats. That’s up from 1.2m in late June when we wrote about its Rolling Stones takeover, suggesting that the experience is generating more than 250k visits a month at the moment.
