Live Nation and Livewire have officially announced Music Festival Tycoon, a new Roblox game developed by Sawhorse Interactive that lets players design and operate their own virtual music festivals. The experience soft-launched several months ago and has already recorded 3.8 million visits.
How the game works
Set in the tycoon genre, Music Festival Tycoon starts players with an empty field and challenges them to build stages, food stalls, merchandise stands, and restrooms while booking artists. The game includes a fictional headliner, MashUpHeaval, a pop singer and rock guitarist duo that opens every set with the phrase “Remember 2010?”
Real-world festival tie-ins
Live Nation is integrating elements from its physical festivals to connect virtual and live events. The first activation comes from Lollapalooza, whose main stage, mascot, and official merchandise stand can be placed in players’ custom festivals. K-Pop group Cortis also appears with unlockable avatars, a branded stage, and virtual performances, promoting their upcoming US festival debut at Lollapalooza.
Brand extension
Live Nation aims to encourage brands that sponsor its real-world festivals to extend their partnerships into the Roblox experience, creating a new channel for virtual activations.
