Mariah Carey brings the Christmas spirit to the metaverse in Roblox’s Livetopia with “Mariah Carey’s Winter Wonderland” throughout December.
The pop singer is bringing the holiday spirit to the online game Roblox for the month of December through the platform’s Livetopia experience. “Mariah Carey’s Winter Wonderland is designed to give Mariah Carey fans and users on Roblox a unique way to connect with the artist and enjoy her music with friends and family.
Events include a holiday-themed treasure hunt created with Mariah’s twins, Moroccan and Monroe, special virtual item drops, decked-out Livetopia homes, and 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 will perform a mix of her old and new hits, including her iconic “All I Want For Christmas Is You,” as the grand finale in a fully immersive experience for Roblox users. The first of four consecutive nights of the virtual performance starts at 7 PM EST on Wednesday, December 21, with additional showings at the same time on December 22-24.
“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!”
Fans can now visit Livetopia and explore the holiday-themed 12 days of Christmas treasure hunt, minigames, and challenges with teasers for Mariah Carey’s virtual performance. Exclusive items from the virtual store include special power-ups, merchandise, unlockable houses, cars, Christmas hats, and more.
Livetopia, the popular roleplaying experience on Roblox, is focused on exploring, creating, and spending time with friends in the digital world. The partnership with Mariah Carey is the culmination of workings between metaverse agency and development studio Relentlo, which specializes in helping brands and talent work together in emerging online spaces. Sponsoring the event is eos, the beauty brand best known for its lip balms.