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The brand collaboration between the gaming platform and the streaming giant highlights the importance of music as an important competitive advantage for user engagement. In March 2022, Roblox launched Spotify Island as an “audio oasis” where users could interact with artists, complete interactive quests, and unlock exclusive content. So far, this strategy seems to have paid off as the company reported that in Q3 2021, 28 percent of the top 1,000 Roblox experiences had users aged 13 years and older, compared to just 10 percent in the year-ago quarter. Roblox has also started to hold events like David Guetta or Lil Nas X concerts with the aim to attract older audiences. While the majority of Roblox players are children, the company has also begun to launch features to appeal to older users, such as age-restricted parts of the platform that can host content for adults. As of the first quarter of 2022, there were over 54.1 million daily active users of Roblox games worldwide. Gaming, music, brands – Roblox does it all. Roblox – the household name of metaverse gaming Online hangouts where gamers watched in-game movies, TV shows, and previews together were ranked second.

Approximately 60 percent of gamers in the United States have participated in non-gaming activities in 2021, with virtual recreations of social or life events within games being the most popular one. Online multiplayer worlds like Roblox, Fortnite, and Minecraft have become popular spaces for gamers to get together and socialize with non-gaming activities being a significant part of the online gaming environments. Media consumption in digital worlds is a big factor driving user engagement and signups for metaverse gaming platforms. Media consumption in online worlds as an intro to metaverse gaming

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