Live Nation has launched Music Festival Tycoon on Roblox, allowing players to create and manage virtual music festivals by booking artists and building stages. The move extends Live Nation’s festival business into gaming, giving fans a year-round way to engage with artists and giving sponsors new opportunities for virtual activations.

The game, developed with Livewire, has recorded more than 3.5 million visits and 23 million in-game performances, according to Live Nation. K-pop group CORTIS is its first featured artist, alongside Lollapalooza as the first real-world festival; players can use Lollapalooza-themed items and CORTIS content, while the group makes its US festival debut in Chicago from 30 July to 2 August.