May 09, 2025
VRT expands Eurovision reach to youngsters via Roblox
The European Broadcasting Union (EBU) has taken a significant step in engaging younger audiences by creating a dedicated Eurovision world on the popular game platform Roblox. This virtual world features avatars representing each participating country, including a digital version of Belgian contestant Red Sebastian. Among the broadcasters, VRT, the British BBC, and the Finnish YLE have portals to their own local Roblox worlds, enhancing the reach and engagement of the Eurovision Song Contest.
This year, VRT has launched its own Eurovision-themed world within Roblox, complete with a new mini-game. Young fans in Belgium and beyond can immerse themselves in the glitter and glamour of the Eurovision Song Contest by meeting Red Sebastian in his Roblox persona and participating in various interactive activities.
Engaging young audiences
Roblox, known for its open-world environment, offers a unique platform for VRT to bring its rich content to a younger audience. By creating a unique and controlled environment within Roblox, VRT welcomes parents and young users to play and connect with their favourite VRT content. This initiative not only makes the online world safer but also educates children about media literacy on game platforms. With its own virtual world for Eurovision, VRT allows fans to experience broadcasts with their friends.
Collaboration and innovation
The initiative is part of a broader collaboration between VRT and other European broadcasters, including YLE, DR, NRK, and France Télévisions. On a regular basis, they exchange knowledge and skills to reach and engage audiences on platforms where they are most active. With the game industry surpassing the film, television, and music industries combined, in revenue, it is crucial for public broadcasters adapt and innovate. By offering engaging and fun content on platforms like Roblox, media organisations ensure to stay relevant and accessible to the younger generation.
Through collaboration, innovation, and a focus on safety, VRT aims to the bridge gap between traditional media and modern digital platforms – and bring the magic of the Eurovision Song Contest to a whole new generation of fans.
