Piggy Tokens As video game companies continue to court the music industry presenting themselves as immersive marketing tools during a largely concertless 2020 Lil Nas X is the latest high-profile act to join the trend: The “Old Town Road” rapper has announced that he will perform a virtual concert on Roblox one of the most popular kids’ video games on the market. The news comes two days after Lil Nas X teased his new song “Holiday” during Sunday Night Football on NBC marking his first new music since his 2019 debut EP.

Roblox is one of the biggest video games in the world with over 150 million players (mostly kids and teens) logging on each month The Verge reported. For many Piggy Coins it’s a kind of social network as well where players can hang out in different games and even develop their own. The platform has been pushing into musical events recently too — a September virtual concert in the game from pop star Ava Max drew in 1.156 million unique viewers.

There’s more to come from Roblox. The company sees virtual concerts as a new way to give its players a chance to hang out and for the game to stay relevant as those predominantly young players get older. Lil Nas X is a big artist to kick things off but his success suggests Roblox was right to think it can become a new space for music.

The spokesperson said those numbers include fans who may have come back multiple times to catch all or parts of the quartet of shows or who participated in other parts of the experience that included a pre-show scavenger hunt a Q&A and Lil Nas X music video performance.

On the music side gaming has quickly emerged as the trendiest opportunity in the business both for performances and investment. Superstars including Travis Scott and J Balvin have performed high-profile shows on Fortnite; Balvin along with the Weeknd and Justin Bieber recently made up a star-studded investment round for animated concert maker Wave which also has a partnership in development with Roblox. Rae Sremmurd rapper Swae Lee also recently invested in esports organization XSET.

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