The Rolling Stones have launched an interactive game and music experience on Roblox, timed to coincide with the release of the band’s 25th studio album, “Foreign Tongues,”n Studio with creative agency Sawhorse and members of Roblox’s creator community, is hosted in The Block, the platform’s always-on entertainment destination for artist experiences
In the game, players move through decades representing the band’s history, breaking open crystals inspired by the 2023 album “Hackney Diamonds” to unlock eras soundtracked by Stones tracks from that period. Each unlocked era powers up a tongue-and-lips logo that releases what Roblox describes as “a surge of rock & roll energy” to open the next decade, building toward a globally shared interactive performance that evolves based on community participation. From July 17 through July 19, the band will host a finale show that rotates through eras of its catalog every hour, each backed by large-scale interactive visual effects.
Alongside the game, more than a dozen Roblox creators, including WhoseTrade, Jazzyx3, and CASKA’s HAUS, reimagined the band’s tongue-and-lips logo into avatar accessories and a limited-edition physical item sold through an in-game Shopify integration linked to the band’s online store.
“Collaborating with The Rolling Stones and being trusted to reinterpret something as iconic as the Hot Lips logo was something I never imagined I’d get to do,” WhoseTrade said. Jessica Meehan, Roblox’s Head of Music Partnerships, said the project “brings together music, creativity, and commerce in a way that’s only possible on Roblox.”
The partnership lands as Roblox has been actively repositioning itself around older users and entertainment-scale experiences. In its Q4 2025 shareholder letter, the company disclosed that 27% of age-verified users are over 18, a cohort it said is growing faster and monetizing more effectively than users under 18, and that it reaches fewer than 10% of U.S. adults aged 18 to 34 daily, a gap it has cited as a growth opportunity. The Block, where the Stones experience is hosted, is part of that push, giving artists a standing venue for interactive content rather than a one-off activation.
The merch component also reflects a maturing creator commerce layer on the platform. Roblox’s most recent economic impact report found creators earned more than $1 billion globally through its Developer Exchange program between March 2024 and March 2025, a 31% year-over-year increase, with new tools, including regional pricing and price optimization, introduced to help creators capture more of that revenue. The direct link between an avatar accessory and a purchasable physical item extends that commerce infrastructure to a major label partnership rather than platform-native creators alone.
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