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Winner Story
Visa Live at Le Louvre by EverGame Media
EverGame Media bridged the art, music and gaming worlds into a first-of-its kind interactive experience on Roblox – Visa Live at Le Louvre. The centerpiece of the activation was an interactive concert, from none other than Post Malone. More than a million people from around the world logged in, allowing players to explore a recreation of the museum’s signature collection and attend the concert as their avatar. Read CEO Brad Foxhoven’s interview to hear more about winning 2024 Best in Show – Emerging Tech – Creative Innovation: Metaverse or World-building Design (among others) and why gaming is the next frontier for live entertainment.
What sparked the idea for this Roblox experience?
We were challenged by Frank Cooper, Visa’s Chief Marketing Officer, to create a first-of-its-kind event – one that would unite global artists across both physical and digital worlds while pushing the boundaries of art, music, and culture. What made this concept truly revolutionary was the decision to live-stream Post Malone’s concert directly from the iconic Louvre Museum in Paris into a virtual Louvre experience on Roblox, seamlessly blending the real and digital realms like never before.
Describe a pivotal moment or challenge putting together the advertising event and experience.
This groundbreaking event was to become the first-ever IRL concert to be live-streamed directly into an active gaming experience. To make this a reality, we needed to create a virtual representation of the Louvre – one that could effectively support both an interactive environment and an embedded video screen broadcasting the concert in real-time. Achieving this required close collaboration with Roblox, the visionary team at Imagination, who produced the live concert on-site, and the exceptionally talented development team at Super League, who helped us bring the virtual world to life.
What aspects of the Visa Live at Le Louvre are the team most proud of?
Beyond hosting the live concert itself, we are especially proud of the interactive features that made this campaign truly unique on Roblox. The Louvre Museum Experience presented a virtual showcase of some of the world’s most renowned masterpieces, including the Mona Lisa, The Winged Victory of Samothrace, and the Louis XV Crown, bringing art and history to life in an entirely new way. Players could also explore Artist Square, a dynamic art pop-up inspired by Paris’ vibrant street market culture where users could create, display, and even sell their own digital artwork to fellow players. To commemorate their time in the experience, they could then head over to the Louvre Collectibles and Visa Concert Collectibles shops, where players could purchase, unlock, and collect exclusive Louvre and concert-themed digital gear for their avatars.
How does the experience contribute to EverGame Media’s mission?
This campaign embodied our mission to challenge conventions and redefine what’s possible across gaming and emerging digital platforms. It reinforced our ability to bridge the virtual and physical worlds in bold, innovative ways, unlocking new possibilities for brand connections and creativity.
We’re celebrating 20 years of digital excellence at the w3 Awards! How has your team’s creative process changed over the years?
We have evolved over time to be more adaptive, data-driven, and community-focused. As gaming ecosystems have grown more sophisticated, we now leverage real-time analytics, player insights, and emerging technologies like AI and spatial computing to craft campaigns that feel organic to the gaming world – fostering a more agile workflow that allows for rapid iteration and optimization. This has allowed us to become more collaborative with creators, developers, and artists to ensure campaigns enhance gameplay rather than disrupt it.
How does the team at EverGame Media define creative success?
We believe a truly successful interactive campaign pushes the boundaries of digital creativity, delivering an unforgettable and immersive experience while driving measurable outcomes. Our goal is to go beyond a standard engagement by capturing a user’s attention and creating moments that leave a lasting impact long after they log off. Visa Live at Le Louvre embodied this vision, bringing together over 1 million players from around the world to participate in a transformative live event unlike anything that had been done before.
In the metaverse or our universe, the w3 Awards honors the best digital creative projects.
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