ROBLOX CREATIVE & ART DIRECTION 2M VISITS
EUROVISION 2026
A live, evolving virtual world, built on Roblox for the EBU and eight Broadcasters.
After the success of Eurovision 2025 on Roblox, this years focus was on building on the experience and key learnings
Going into the pitching process for a second year running, my initial starting point was evaluating what worked well and what could be improved from the 2025 experience. In tandem, I wanted to clarify and lead with the creative direction by re-instating it; what does Eurovision fandom mean for it’s audience? Eurovision should feel like arriving at a shared, live, celebratory moment. The limitations that we experienced last year, with the client requiring us to turn off chat within game, meant that we muted the social energy, which was further amplified by the the core loop that felt unclear and too challenging for those who would predominantly join during the live shows.
Eurovision is less of a game and more of a live event platform
Overview slide of the concept as part of the pitch.
The world starts out as a blank canvas but becomes increasingly colourful and alive as the shows take place and players inhabit the space.
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
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.