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Mariah Carey opens her Winter Wonderland in Roblox

World acclaimed singer Mariah Carey has opened her Winter Wonderland on Livetopia, one of the most popular experiences in Roblox.
Mariah Carey’s Winter Wonderland is designed to give the singer’s fans and users on Roblox, a global online platform connecting millions of people through immersive 3D experiences, a unique way to connect with the iconic artist and enjoy her music together with friends and family.

Livetopia is a mega-popular role-playing experience on Roblox, with billions of visits to date, focused on exploring, creating, and spending time with friends in the digital world. The partnership was brought together by metaverse agency and development studio Relentlo, which specializes in helping brands and talent work together in these new and emerging spaces. The presenting sponsor of this event is eos, the beloved Gen Z beauty brand known for its lip balms, and they are extremely excited to have Mariah be a part of their first metaverse activation.

“Relentlo is pushing the boundaries of audience engagement and rethinking how brands can enter these platforms with success,” says Neil Tewari, CEO at Relentlo. Kyle Wonzen, VP, Brand Strategy adds that “Brands want to enter these platforms but often have no clear gameplan on how to build an experience and strategy that actually resonates with users. eos have been amazing partners who understand that the future of metaverse experiences require integrations that audiences adore, with or without the brand affiliation.”

Relentlo is a metaverse agency and development studio building the future of non-intrusive branded experiences by creating unique, targeted, interactive, and dynamic advertising experiences. Starting with branded experiences and ads for the largest companies and organizations in Fortnite, Roblox, Minecraft, and the top mobile games, Relentlo’s adtechnology has reached games with over 200 million monthly active users and 1.2 billion downloads. They specialize in bespoke metaverse experiences that place brands and talent where users already are with their network of partners and creatives. Their past clients include Kit Kat, Invisalign, Mana, and more.

From a holiday-themed treasure hunt to several Maria Carey’s special concerts

During the month of December, a holiday-themed treasure hunt created in conjunction with Mariah’s twins, Moroccan and Monroe, special virtual item drops, and decked out Livetopia homes will be available, culminating with special virtual performances. The performances are brought to life by the team at Livetopia using state-of-the-art motion capture, as well as the latest in Roblox lighting, FX, and rendering technology.

Mariah Carey will perform a mix of her old and new hits, including the iconic “All I Want For Christmas Is You” as the grand finale in this innovative and fully immersive experience for Roblox users worldwide to enjoy. The first of four consecutive nights of the virtual performance starts at 7 pm EST on Wednesday, December 21st, with additional showings at 7 pm EST on the 22nd, 23rd, and 24th.

Also products and merchandising available to purchase

Fans can visit Livetopia today and explore the holiday-themed 12 days of Christmas treasure hunt, minigames, and challenges with teasers for Mariah Carey’s grand appearance between now and the first performance on Wednesday, December 21st at 7 pm EST. There will also be a virtual store offering exclusive virtual merchandise, unlockable houses, cars, Christmas hats, and more! Certain exclusive items include special power-ups for users to use before, during, or after, within Livetopia.

Jump into the metaverse after other top global artists

Top global artists from Elton John, Lil Nas X, Lizzo, The Chainsmokers, and more have demonstrated the value and shift from physical experiences to digital formats on Roblox, where millions of people engage with music, socialize, co-create and participate in shaping the future of virtual performances. It was a natural next step for Mariah, who dominates the holidays in the physical world, to bring her massive Christmas presence to the virtual world as well. In addition, CBS will be airing an upcoming concert, live from Madison Square Garden, ‘Mariah Carey: ‘Merry Christmas To All’ as a two-hour primetime special on December 20th.

“Christmas is my absolute favorite time of the year! This year, I wanted to do something different to ring in the holiday season,” says Mariah Carey, “My kids and I live for Roblox, and we couldn’t be more excited to be creating this festive metaverse experience for everyone!.”

Image over the headline.- Mariah Carey’s Winter Wonderland banner. Image by courtesy of Reletlo.

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