Beatland: Telekom Electronic Beats opens Roblox world

Deutsche Telekom is promoting an appearance on the online platform Roblox as a “metaverse experience”: Beatland is launching today.

For more than two decades, Deutsche Telekom has been active in the field of concerts, culture, music, events and pop culture with the Telekom Electronic Beats marketing campaign. Today, Wednesday, the company is launching the ‘virtual club experience’ Beatland on the Roblox platform, which is particularly popular with children and young people.

For this purpose, DJ and producer Boris Brejcha was hired, who will have several performances from April 22nd to 24th. The game world also includes a record shop and a cinema showing animated short films.

The avatars can take on different jobs in mini-games, such as promoters or managers; for completed tasks you receive Beat Coins, which can be redeemed in the virtual Telekom shop, for example.

Beatland was built by Swedish Roblox team The Gang in collaboration with Berlin studio Yukiko and animation artist Jack Sachs. Among other things, a cooperation with the voluntary self-regulation of multimedia service providers (FSM) ensures user safety.

Wolfgang Kampbartold, VP International Market Communications at Deutsche Telekom: “With Telekom Electronic Beats, we have been at the intersection of culture and technology for over 20 years. And I’m very proud that we’ve managed to keep pace with the dynamics of creative industries while retaining the initial character of the program. One of the most exciting innovations at the moment is certainly the Metaverse and the rediscovered trend towards avatars and the virtual music experience. Together with a great creative team, a unique virtual music world was created on Roblox, which we would like to use for further club events in the future as a supplement to our real program.”