Beat Saber launched in 2018 and to keep people coming back )(and spending money), Meta releases music packs (DLC/downloadable content). This is often down without much fanfare. Instead we made Beat Saber’s downloadable content feel like much more than a nice-to-have—it’s a must-have for true music fans.

Our visual-effects-driven launch for The Weeknd Music Pack dived deep into an eerie world, much like his music videos. We developed a three-day social celebration (The Weeknd Weekend) to attract influencers and fans, who spread the news among their followers. By the end of the blitz, Beat Saber posted the best numbers it’s ever had (more than 3 million plays).

For Lizzo’s Music Pack, she was chosen to appeal to new consumers and grow the brand’s audience. Inclusion and dance came together in our launch visuals as a wide range of VR players morph between each other to show that movement really is for everyone. Fans new and old got to enjoy her new album in a way they might never have imagined.