Theoz - Warner Music
Immersive Concert | Roblox
Theoz Vinterland
Theoz Vinterland is an immersive concert experience on Roblox featuring Swedish pop star Theoz. Developed for Warner Music Group, the experience blended live-performance energy with interactive, winter-themed gameplay. A next-generation fan activation that brought music, play, and community together for a local audience.
Recreating concert immersion
The challenge was to translate the emotional impact of a live concert into an immersive Roblox experience. The project needed to feel authentic to Theoz as an artist while delivering high production value, smooth performance, and meaningful interactivity. At the same time, the activation had to resonate strongly with the Swedish audience.

Deepen fan engagement through interaction
The goal was to build an experience that went beyond passive viewing. By combining full body motion capture performances, interactive winter activities, quests, and collectible custom merch, the experience aimed to strengthen fan connection, extend time spent in the world, and showcase how music, gameplay, and branding can coexist naturally on Roblox.

A landmark music activation
Theoz Vinterland became the first Roblox concert in the Nordics and Theoz’s biggest performance to date, with exclusive merch sold successfully through the Roblox Avatar Marketplace.
300K
concert attendings
48min
average total playtime
96% Swedish
Reaching locals with precision
"As an A&R, working with Maddox.gg felt reassuring. They truly understood the artist, the audience, and how to create something that feels authentic in the gaming space. We were really impressed that the Roblox concert attracted hundreds of thousands of visits."
– Robert Skowronski, A&R Director, Warner Music
BOOK A 15-MINUTE
intro call.
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