SARAH RICHARDS





ROBLOX   CREATIVE DIRECTION   1.2M VISITS

EUROVISION


A live, evolving virtual world, built on Roblox for the EBU and eight Broadcasters.




My Role

CREATIVE CONCEPT, SPATIAL CONCEPT AND ART DIRECTION


I developed the initial creative pitch and spatial concept: a blank-canvas world within an alpine landscape, brought to life through colour and player-added decorations around Eurovision’s live broadcasts. I defined the floorplan and art direction across three phases; blank canvas, live shows and after-party, and worked with engineering to implement the visual transitions. I collaborated with game designers, who developed the rhythm game, Euro Points decoration system and watch party concept.


THE CHALLENGE

How do you capture the energy of Eurovision's 200 million global audience in a virtual space, and adapt to the ever-growing content being produced in real time?

My vision was to get to the heart of what Eurovision is really about; spectacle, diversity, and that sense of bringing people together through music. I wanted fans not just to watch Eurovision, but to live it, to explore, to play, and to add their own designs and colours to the space.

With the host nation being Switzerland for the 2025 competition, the framing of the virtual environment needed to take its cues from both the stage design and the serene Alpine landscape.

PITCH CONCEPT
The world starts out as a blank canvas but becomes increasingly colourful and alive as the shows take place and players inhabit the space.



Three-phase world concept pitch visual that I developed to communicate the progression from blank canvas to live shows and after-party.


ENGAGEMENT

We didn't just build a watch party for My Eurovision Party; we crafted a live, evolving celebration. Inspired by those huge Alpine landscapes from the actual stage, we started with a blank canvas. And just like the show, it gets louder, brighter, and more alive, totally shaped by everyone playing along.
Sarah Richards, Karta Linkedin post

 

🎵 1.2 million visits in just one month.

🎤 Players from 183 countries (77% from Europe).

🎼 11.5 minutes average daily playtime.

🏆 12 years of total engagement.
🔥 Renewed for 2026


 EDINBURGH TV FESTIVAL

Invited by the BBC to speak as part of a panel talk called ‘From IP to XP: Building Immersive Worlds For Gen Z’, I had the chance to share Karta’s approach to translating Eurovision into Roblox. Of the key points I made, these seemed to resonate the most with the room: 



  • To succeed you need to start with the Brand DNA, not just it’s visuals, to discover the emotional core and playable essence and build from there.
  • For Gen Z, the magic isn’t just consuming content - it’s co-creating, sharing, and amplifying it through games and social media.