Expanding its presence in the metaverse, iHeartMedia plants the iHeartLand flag in Roblox with new features and a virtual arena for users of the gaming platform. This follows iHeartLand launching on Fortnite. Both virtual spaces include State Farm Park, which was built as a first-of-its-kind “outdoor” venue, through the insurance company’s naming rights agreement with iHeart.
Roblox users can become music tycoons by collecting sound energy throughout iHeartLand to power their own customized music studio as well as unlock upgrades, fan experiences, and rewards. Users can also visit different branded spaces like the State Farm Neighborhood featuring Jake from State Farm and Intel House of Wonder to engage with other avatars, play games, and participate in other Web3 experiences.
“We’re always looking for more ways to connect with our audience and provide the kind of unique experiences only iHeartMedia can offer, and we’re thrilled to expand our footprint in the metaverse by opening iHeartLand on Roblox,” Conal Byrne, CEO of the iHeartMedia Digital Audio Group said in a release. “Our scale and reach across all forms of entertainment give iHeart an elite position to bring the hottest artists, freshest music and biggest podcasts to Roblox. iHeartLand on Roblox is set to blow all expectations away.”
Similar to the tie-in earlier this month with Charlie Puth and Fortnite, the Roblox debut will include a video performance from Lauv at State Farm Park on Friday, Sept. 16.
“I’m so excited to be the first artist to perform at iHeartLand’s State Farm Park on Roblox and can’t wait to share this unique experience with my fans,” Lauv said, adding that it is her first concert performance in the metaverse.