Samsung and Game Changer Host Inclusive Music Festival on Roblox, Drawing 230,000 Unique Users

In July, Samsung Galaxy Virtual Vibes, Poland's first music festival in the metaverse, took place. The event, with Samsung Galaxy as the title partner, was a huge attendance success, attracting a record number of approximately 130,000 participants on the day of the festival (including retransmissions on Twitch and TikTok), thereby redefining the future of music festivals in Poland.

The idea, preparation, and execution of the event, which has already been visited by about 230,000 unique players, is credited to the Game Changer agency, part of Group One (Serviceplan Group subsidiary in Poland). The inclusiveness of the event was overseen by the UNMUTE agency (also part of Group One). The festival continues until the end of July, with concert replay scheduled for Saturday, July 27 at 7:00 PM.

Samsung Galaxy Virtual Vibes is the first-ever music festival fully realized in Roblox, offering participants innovative, interactive, and completely free musical experiences. Top Polish artists performed on the festival stage, including Kizo, Young Leosia, Szpaku, Kacper Blonsky, and the first Polish band consisting entirely of Deaf individuals — UNMUTE. By utilizing advanced technologies and creative possibilities offered by the Roblox platform, the virtual world audience had the chance to experience extraordinary visual effects, and dynamic arrangements that would be impossible to achieve in the real world. The Samsung Galaxy Virtual Vibes music festival is also an inclusive event designed for people with disabilities and translated into Polish sign language.

Record-breaking results

The event, held at the beginning of July, gathered 90,301 people on the Roblox platform alone — as confirmed by the badge on the game’s page. Including participants who chose to stream voluntarily via platforms like Twitch or TikTok, the estimated attendance of the virtual audience for the first edition of the festival is approximately 130,000 people on the day of the event.

- "Organizing the first music festival in Roblox in Poland, and in fact, the world, we aimed to achieve two goals," says Tomasz Przeździecki, CEO of Game Changer. "Reach young people in a way that is close to them, but also to 'demystify' Roblox, which is the largest metaverse platform for gamers. But 'gamers' is just a name here. These are simply young people who enjoy spending time in virtual spaces. The Virtual Vibes music festival is our way to capture their attention in a fun manner and use Roblox as a super-effective communication channel. The results show that it succeeded one hundred percent!" adds Tomasz Przeździecki.

Besides the music experiences, the audience could enjoy numerous attractions. In the Samsung Galaxy title partner zone, there was an OBBY minigame, a giant carousel, a photo booth, booths with virtual cotton candy and fortunes. Each participant received a virtual Samsung Galaxy smartphone, which served as a festival communicator and could transform into a hoverboard, paraglider, lounger, and trampoline, allowing for faster movement, jumping, and flying.

- "In the Galaxy world, we love unconventional connections. When it involves pushing the boundaries of the known and opening new doors, we feel it's right. Musical festival emotions in a virtual dimension? Why not. It's exciting to be part of the first event of its kind in history. A music festival in a game? We're there!" said Magda Sielachowicz-Nowakowska, Head of Marketing Samsung Electronics Polska.

All these activities resulted in 112,000 unique players joining the game on the day of the festival, with 93,000 entering the game for the first time that day. The Samsung Galaxy Virtual Vibes festival was rated with a total score of 95% positive reviews by participants. To date, the Samsung Galaxy Virtual Vibes stage has been visited by about 230,000 unique users, placing the event organized by Game Changer in the TOP 3 music festivals in Poland. Full event statistics will be presented at the beginning of August, after the first edition of the Samsung Galaxy Virtual Vibes, which is planned to continue on the Roblox platform every Saturday in July at 7:00 PM.

The concept and brand ownership of Virtual Vibes belong to the Game Changer agency. The title sponsor of the first edition was Samsung Galaxy. Media partners of the festival include Cinema City, Eventim, Radio Eska, Media Marketing Polska, and WERE Fantasy. Thanks to cooperation with Cinema City, the festival was broadcast live in five cinemas: Westfield Arkadia in Warsaw, Bonarka in Kraków, Wroclavia in Wrocław, Manufaktura in Łódź, and Punkt44 in Katowice.