Theoz - Warner Music

Immersive Concert | Roblox

Intro

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.

Challenge

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.

Goal

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.

The results

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

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The client

"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

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intro call.

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