Bringing The World’s Largest Music Streaming Platform to Roblox
Spotify Island’s continued success – a story of creativity, collaboration, iteration and a double Webby Award win.
Introduction
Spotify wanted an immersive and fun Roblox game that incorporated music, parkour exploration and replayability – but what would it look like? How would it play?
That’s where The Gang came in.
The Challenge
Creating a music and adventure-filled Roblox experience that embodies the youthful, playfully exuberant Spotify spirit. Expressing that very spirit through engaging and imaginative gameplay.
Solution
We collaborated closely with Spotify’s phenomenal creative team, who were open to discussing what the game would look, feel, SOUND and play like, from conceptualization to release.
We shared design assets weekly and regularly updated the test server so that Spotify could play the game as we were working on it and could give us feedback in real time. This kept Spotify close to the project and proactively part of the development process.
In the end, we settled on the tropical Spotify Island theme, where parkour is the mode of transportation around the many floating islands. The soundtrack is a curated mix of Spotify-featured artists, allowing players to choose their sound as they play.
Some of the things we’ve done so far:
Implemented a progression-based ‘Speed Levels’ game mode - we dug deep into the parkour brief and created ‘Speed Levels’, where players race through increasingly difficult, obstacle-filled levels in an attempt to get three-star completion on each. This has proven to be a popular feature with players and at the time of writing, Spotify Island has 42 Speed Levels.
Integrated music industry talent via portals that transport players to genre-themed islands, ‘Planet HipHop’ and ‘K-Park’, where players can explore and meet virtual avatars of their favorite artists – getting a signature from K-pop icon, Sunmi, or meeting the Swamp Princess herself, Doechii. Spotify even hosted virtual meet-and-greets with real artists appearing in-game.
Tested players' creativity and music production abilities In the latest ‘SoundSphere’ update. In SoundSphere, players head to the studio where they can mix and match instrumental loops and record their own tracks in-game, then perform them on stage to their friends.
Results
We’re immensely proud to share that Spotify Island scooped up TWO Webbys for ‘Best Brand Integration’ at the 2023 Webby Awards in the ‘Metaverse, Immersive & Virtual Entertainment’ category.
Also, at the 2024 Clio Music Awards, Spotify Island was honored with a Silver in Design for Direct Marketing award and Bronze awards for Branded Entertainment & Content, Games/Contest and Partnerships & Collaborations categories, as well as being shortlisted for Virtual/Augmented Reality.
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It’s an honor to have our hard work with Spotify recognized, not only by the International Academy of Digital Arts and Sciences but also by those innovating daily in the space themselves.
Above all, we’re proud to have built a successful working relationship with Spotify, rooted in collaboration, communication and creative iteration, and we look forward to seeing where we’ll go next.
To date, Spotify Island has achieved 36.7M+ visitors and maintains a strong core community that eagerly awaits new updates and content releases to the game.
“ It’s been a pleasure working together with Spotify and their amazing creative team. Spotify Island is a whimsical mixtape with discovery, creation, and challenges for the Roblox audience. It’s inspiring to see everything we have achieved from idea to finished product, and I’m excited to see what the future holds.”
