• by Colin Kirkland , October 3, 2024

Joining a growing list of artists interested in metaverse activations, Coldplay is exploring the popular gaming platform Roblox.

In conjunction with the launch of their new album “Moon Music,” due out on October 4, the seven-time Grammy-award-winning rock band will offer fans and players a chance to listen to new songs, complete exclusive challenges, and collect themed UGC items for their avatars across multiple popular in-app gaming worlds.

Coldplay’s limited-time Roblox experience is a product of a partnership between metaverse game developer Gamefam, Warner Music Group and Parlophone Records, and will aim to engage players in a cross-game quest across four of Gamefam’s most popular Roblox games, including “Car Dealership Tycoon,” “Tower of Misery,” “Starving Artists,” and “Really Easy Obby.”

From October 4-18, Roblox users will be invited to drive a “Moon Music”-inspired electric car to collect Coldplay lead singer Chris Martin’s notebook drawings hidden around the city, while navigating a vertical obstacle course made up of moon-shaped platforms.

Players will also experience a “Moon Music” art fair complete with exclusive installations celebrating the album where they can test their art skills and vote on fan art.

In-game UGC rewards include a Coldplay-themed alien head, crown, heart aura, and “moongoggle” glasses. If players complete every challenge across all four games -- which Gamefam says have already accumulated over 6.3 billion visits to date -- they will earn the Coldplay angel moon head for their Roblox avatars.

According to Gamefam, these four Roblox games have already accumulated over 6.3 billion visits to date.

Over the past two years, major recording artists like Cher and the Rolling Stones, who are both represented by Warner Music Group, have gravitated to Roblox when launching a new creative project. In part, because of the platform’s young tech-savvy audience, which some studies show is continuing to grow.