Spotify Island on Roblox
Open the game- Brand
- Spotify
- Year
- 2023
- Objective
- Engagement
- Industry
- Entertainment
- Agency
- Spotify In-House
Objective
Spotify sought to establish a presence on Roblox—a platform with 60+ million daily active users across 180 countries—to create a branded virtual space where younger audiences (Gen Z/Gen Alpha) could interact with artists and music. The campaign aimed to drive brand awareness and engagement in the metaverse by becoming the first music-streaming service on the platform.
Solution
Spotify Island offered an interactive metaverse experience featuring music-themed quests, artist interactions, virtual beatmakers powered by Soundtrap, exclusive virtual merchandise, and themed sub-islands such as K-Park (featuring Stray Kids and SUNMI). Players could earn collectible items, climb a leaderboard called 'The Charts', and participate in parkour mini-games. In 2023, the experience expanded with new destinations, pets, and creative tools including 'Soundsphere' (virtual instruments) and 'Dashboard' (a music production studio for creating tracks with samples and beats).
Results
Spotify Island won two Webby Awards in 2023 for Best Brand Integration in the metaverse category. The experience has attracted over 36.7 million visitors on Roblox.
