• by Colin Kirkland , Yesterday

For the release of “Foreign Tongues,” the Rolling Stones’ 25th studio record, the iconic band is inviting creators and a younger generation of fans to partake in a new Roblox game designed to promote the group’s new album and six decades of rock-and-roll lore. 

Beginning on Friday, July 10, Roblox users will be able to visit “The Block,” the platform’s official visual music and entertainment venue, to partake in a game that navigates the Stones’ 60-year career, with player rewards, powers and experiences made to represent the band’s musical eras. 

In creating the game, the Stones called upon over a dozen creators belonging to Roblox’s global creator community to help design new versions of the band’s tongue-and-lips logo. The designs will take on specific decades in both the game and a final three-day digital concert running July 17-19.

The creator-made logos will also be added to physical and digital merchandise that Roblox users can buy for themselves and their in-game avatars. 

According to Jessica Meehan, Roblox’s head of music partnership, the playable takeover and immersive Roblox concert experience are attempting to introduce the Stones’ legacy to multiple generations of fans. 

This is not the first time the Stones have backed the blend of commerce and gaming in Roblox.

In 2024, the band staged a takeover of Universal Music Group’s “Beat Galaxy” music hub, building on similar virtual gaming and concert experiences revolving around Cher, Lady Gaga, and Elton John.

The Block has become a popular destination for artists attempting to tap into Roblox’s 380 million monthly active users, the majority of whom are under the age of 18.

So far, the in-game music venue has attracted over 43 million visits, having hosted virtual live shows and Q&As with Billie Eilish, Laufey, Netflix’s KPop Demon Hunters, and more.