The popular children’s gaming platform Roblox turned into a virtual Arabic concert extravaganza this week, featuring performances by some of the region’s most beloved artists.
Egyptian singer Angham was among the first to hold a virtual concert, and was followed by other stars such as Kadim al-Saher, Ahlam, Assala, and many more.
The concept went viral on the gaming site and other social media platforms, prompting significant interest from music fans across the region and those unfamiliar with Roblox.
A host of Gulf singers, such as Ayedh Yousif, also hopped on the trend. There are rumours that Mohammed Abdu, Abdulmajeed Abdullah and Iraqi composer Nasrat al-Badr may also put on performances on the online gaming platform.
The concerts feature a 3D animated avatar of the performer singing and dancing as "attendees" move around the concert hall as they would in real life.
The concerts don’t require tickets, much to the delight of fans who may be unable to attend such events in real life. The ticket-less virtual concerts also enable as many as millions to watch. The online nature of the performances also permits the musical artists to connect with fans beyond the MENA region.
Fans unfamiliar with Roblox have been seen commenting on how to obtain tickets, unbeknownst to them that this isn’t a requirement, and some have even asked how to "dress" for the shows.
This trend aligns with broader regional strategies in the likes of Saudi Arabia, where governments are embracing innovation and digital transformation to empower local talent and reach young, tech-savvy audiences.
The virtual shows’ popularity has raised questions on whether they could be an alternative to real-life concerts, particularly for those who are unable to attend due to a number of factors.
Roblox is a virtual environment that allows users to create games and interactive experiences in the form of 3D characters and permits interaction with other users in diverse environments.
Founded in 2004, it has grown to become one of the world's largest gaming platforms, with over 200 million monthly users worldwide, around half of them children.
The platform gained international attention in 2023 after users held virtual pro-Palestine protests in response to Israel’s onslaught in the Gaza Strip.