Livewire's strategic partnerships across sports, music and entertainment culture

Livewire partners with the world’s biggest sports, music and entertainment brands to turn audiences into active communities through gaming. From the NFL and Live Nation to Kayo Sports (DAZN, Foxtel Media), these partnerships create immersive experiences that connect fans, creators and brands inside the platforms where culture is increasingly shaped. Gaming has become the new connective layer across sport, music and entertainment. Fans are no longer just watching culture, they are participating in it, building it and sharing it inside digital worlds. Through strategic partnerships, Livewire helps rights holders and brands extend fandom beyond traditional media into interactive experiences designed for the next generation of audiences. From creator-led storytelling and virtual stadiums to music festival worlds and branded gameplay, Livewire creates scalable engagement powered by participation.

MUSIC FESTIVAL TYCOON ON ROBLOX

Music Festival Tycoon brings music fandom into gaming through a Roblox experience where fans build, grow and run their own virtual music festivals. • 2.4M+ game plays since launch • 10M+ in-game artist performances created by players • 12-minute average session time • Fans create stages, book artists and grow audiences inside a persistent social world • Extends Live Nation’s global festival ecosystem into gaming • Built for repeat engagement and always-on fan participation For brands, the platform creates opportunities across sponsored spaces, gameplay mechanics, rewards and immersive fan experiences that evolve as players return to their festivals over time.