Photo Credit: Roblox
Coldplay are headed to Roblox for the first time in a multi-game takeover to promote the release of their tenth album, Moon Music.
In partnership with Gamefan, the leading metaverse media company for Gen Z & Alpha communities, Warner Music Group and Parlophone Records, the activation will reach and engage millions of Roblox’s 79 million daily active users. The activation will take place in an immersive cross-game quest through four of Gamefan’s highly popular games including Car Dealership Tycoon, Tower of Misery, Starving Artists, and Really Easy Obby.
The limited time event is inspired by frontman Chris Martin’s original studio notebook for the album. Players that drop in and explore these games while the activation is live will get a chance to listen to new songs and complete exclusive Moon Music challenges to unlock a collection of Coldplay-themed limited UGC items for their avatars.
“This unique partnership with Gamefan on Roblox delivers an exciting, interactive environment for Coldplay’s community, to explore and experience the band’s tenth studio album,” says Rebecca Rees, Community Manager at Parlophone. “Coldplay’s music is all about connection, and this is a great opportunity to bring people together, crossing generational boundaries. The Roblox experience will provide an immersive adventure that reflects the spirit of the band’s music, making sure both old and new fans can feel part of the Coldplay journey.”
- Car Dealership Tycoon — Unlock a Moon Music-themes electric car that plays “feelslikeiamfallinginlove” and jam out while cruising around town; collect Moon Music notebook drawings hidden around the city.
- Tower of Misery — Navigate through a vertical obstacle course featuring moon-shaped platforms and collect moon iconography throughout the course.
- Starving Artists — Moon Music art fair takeover with exclusive installations and features celebrating the album; test art skills by competing the limited-time Moon Music fan art contest; vote on your favorite Moon Music fan art.
- Really Easy Obby — Clear crazy obstacles without falling, and collect moons as they move through the obby; celebrate when you reach the winner’s room with Moon Music.
In-game rewards for completing quests include a Coldplay Alien Head, a Coldplay Crown, a Coldplay Heart Aura, and a Coldplay Moongoggle Classes. Players that complete every challenge across all four games will earn the ultimate reward of a Coldplay Angel Moon Head for their Roblox avatars.
The Coldplay takeover is the latest step in Gamefam and WMG’s highly successful history of bringing iconic artists and events into the metaverse with impactful experiences. These include launching Cher’s hit holiday album, the first virtual Super Bowl concert featuring Saweetie, and Bebe Rexha’s top 10 virtual concert, all within the Gamefam and WMG-designed and operated Harmony Hills experience on Roblox.
