Whereas TWICE is gearing up for the discharge of their extremely anticipated new EP Able to Be this week, the Okay-pop lady group will first open their very own devoted world in Roblox.
Billboard can solely share that on Tuesday (March 8), TWICE is introducing an immersive digital world, TWICE Sq., on Roblox because the first-ever persistent fan hub on the worldwide gaming platform with hundreds of thousands of customers worldwide. Constructed by metaverse studio Karta, the initiative marks the first-of-its-kind for TWICE’s totally different label companions of JYP Leisure, Imperial, Republic Information, and Common Music Group.
Embellished in TWICE’s signature colours by way of the years, TWICE Sq. permits the group’s devoted fanbase — identified affectionately as ONCE — to attach with different followers nearly and even the group itself. Guests to the area can depart notes on show for the TWICE members, take selfies to share on social media, and age-verified customers can make the most of a voice chat operate.
TWICE Sq. additionally launches with two mini-games: “SET ME FREE” is an escape room (named after the forthcoming lead single from Able to Be), in addition to a trivia problem (the place ONCEs will take a look at their data in a race towards the clock with a twist).
Followers may purchase, gather and commerce gadgets, together with plushies and 20 avatar clothes gadgets primarily based across the real-life appears and types of members Nayeon, Jihyo, Momo, Jeongyeon, Sana, Dahyun, Mina, Chaeyoung, and Tzuyu. Emotes impressed by TWICE’s hottest dance strikes are additionally obtainable.
Whereas music activations are acquainted to Roblox, an ever-evolving and always updating fan group world like TWICE Sq. is a changeup from what usually has been one-time occasions or live shows that create new metaverse worlds which are not often returned to once more.
“We’re already seeing that many Roblox customers are creating experiences devoted to their favourite musicians,” says Karibi Dagogo-Jack, Head of Music Partnerships at Roblox. “TWICE is a pure match given the group’s passionate fan base and their dedication to innovation…Roblox is happy to empower this habits in our group and allow full expression, fan connections, and immersion in TWICE Sq.. I’m notably eager to see how TWICE Sq. unveils new methods for followers to expertise the group’s creativity, talk with the group, and construct friendships with different ONCE.”
For Glenn Mendlinger, president of Imperial, constructing with Roblox was an easy method to connect with the fandom he’s seen help TWICE to a few high 10 albums on the Billboard 200 and on the gaming platform itself.
“Relating to group, Roblox has super ranges of fan engagement, and we knew that TWICE followers had been already very energetic on Roblox — together with a fan-made TWICE group with tens of 1000’s of members,” Mendlinger says. “The logical subsequent step was to construct out a first-of-its-kind expertise connecting them and TWICE in an official custom-built world and setting. Leaning into the core tenant of connection and creativity on Roblox, it was all about assembly followers the place they already are, then crafting the optimum expertise.”
With the launch this week, Mendlinger says he and his groups will monitor followers’ reactions as Imperial hopes to create extra “persistent areas” in Roblox for his or her artists roster, which incorporates TWICE’s label mates like Stray Youngsters and ITZY.
“What marks a profitable partnership right here with TWICE and Roblox actually comes right down to fan reception and constructing a deeper group,” says Mendlinger. “At its core, we need to present followers with a significant expertise; a spot the place they will bond with different followers over their shared love for TWICE. Success is when the followers are comfortable, friendships are made, and we see followers constantly spending time and coming again to the expertise.”
TWICE Sq. is claimed to be rolling out new options all 12 months, together with visits from the women themselves.
“TWICE plans to maintain the expertise up to date with new content material,” Roblox’s Dagogo-Jack provides. “The group may even be dropping into the expertise. They’re hoping that their followers deal with the area as a hangout and an data supply for all issues TWICE…we’re so passionate about what TWICE has constructed — and plans to construct — on Roblox.”
TWICE’s Able to Be drops Friday, that includes the English single “Moonlight Dawn,” which the group carried out atBillboard’s 2023 Ladies in Music, and and the brand new single “Set Me Free” popping out in each English and Korean variations. Watch the most recent music video teaser of “Set Me Free” beneath: