Yumi & Tomu - Universal
Artist Activations | Roblox
Showing up for the new generation of fans
UMG wanted to bring their musical universe into Roblox. A social, fun game where fans could interact, explore, and connect with the artists beyond traditional platforms.
Activating artists through play
UMG’s challenge was to activate fandom in a way traditional formats couldn’t. Rather than using Roblox as a playback channel for music, we focused on building a scalable, platform-native experience where their fans could engage and socialize.
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Translate the artist
Design an experience based on the artists' own style and expression, to deepen fan connection through social gameplay, exploration, and shared moments while establishing a flexible framework that could be extended to future artists.
A New Home for Music on Roblox
An experience that positioned Yumi & Tomu as a leading local music destination, through collaborations with various artists and streamers that generated continous social content.
11 MIN
average playtime
300K
organic play sessions
97% SWEDISH
reaching locals with precision
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BOOK A 15-MINUTE
intro call.
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