Episode 78 of Brands In Play, hosted by Nic Hill and Ely Santos, features Anubhav Mehrotra of Live Nation and Ryan Dow of Livewire, who break down the strategy behind Music Festival Tycoon on Roblox.
The persistent game lets players build stages, book artists and create festivals of their own. Its latest integration introduces Lollapalooza as the game’s first real-world festival and CORTIS as its first featured artist.
As Anubhav explains, the team “built the fun before we added the fame.” They focused on creating a game people wanted to play before introducing major artists, festival IP and brand partners. The result is what Anubhav describes as a publishing strategy rather than a marketing strategy. An established experience that brands can enter without needing to build and maintain their own Roblox game.
In this week’s news, Nic and Ely also cover Disney opening its IP catalogue to TikTok creators, the privacy backlash facing Meta’s smart glasses, Netflix’s new branded mini-golf game and Apple’s reported focus on fitness for its future glasses.
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