From popstar to pixel: Studio 100’s 360-degree approach
A 360-degree approach how does that work? Let’s dive in the case of K3 and Roblox. Studio 100 entered the gaming world to enlarge their reach for the girls’ singing group targeted at 6-12 years old. In cooperation with Xolbor they made K3: Rainbowland on Roblox, where kids and even young adults can interact all the more with their idols.
360-degree approach
Kids are very fragmented and spend a lot of time online, so why not adapt your strategy to this changing world? K3 has been a part of Studio 100 for nearly 25 years. They already have live shows, musicals, merch and films. They touch almost every box, but gaming was still missing. To build the bridge to the gaming world, Studio 100 was still looking for inspiration. For a long time, they’d been toying with the idea of doing something with Roblox. The various cases in the Hubs provided them with a great deal of inspiration and were the deciding factor in their decision to take this further. K3: Rainbowland was born! In this way, they can build engagement instead of passive consumption. The preparation for the game started on September 15, 2025 and took around 7 months to complete. It was officially launched the 13th of March 2026.
Why Roblox?
To make this project a reality, they collaborated with Xolbor and created an entire online world in Roblox – a place where children spend a lot of time. By creating this world, they combine an immersive, social environment with a game engine. Safety was a major priority in creating this online world. By creating K3: Rainbowland they have built a safe digital meeting place for children.
The K3: Rainbowland contains 3 main areas:
- Roleplay: you really engage in the online world, as you would in the offline world. E.g. you have a house, can shop clothes, go to other places, interact with other users...
- Minigames: the mini games mainly revolve around music, such as a dancing game. Players earn ‘K3-coins’ which they can use to buy items in the game.
- Events: This covers a wide range. It could include listening parties, Q&As, performances...
By combining these three areas, the online world serves as a community for K3 fans, as well as a marketing platform with plenty of features to keep fans engaged.
First results
The results show a strong engagement amongst young audiences, with a total of 612K visitors, 12K daily active users and a total playtime of 16K hours, and this is only within 2 months. The game's appeal spans multiple audience segments, highlighting the strength of the brand and its relevance to both existing fans and new players. Its 25-year legacy continues to resonate with long-time enthusiasts while simultaneously attracting a new generation of audiences.
There was also a difference between the sexes. A greater number of girls were active on the platform. This is quite unique, as the Roblox platform is predominantly dominated by boys. On the other hand, it makes sense, as K3 is aimed primarily at girls.
Mind you this game is mainly played by users from Flanders and the Netherlands, so these results are quite impressive. By launching K3’s newest music video in K3: Rainbowland earlier than on any other platform, the experience even fostered a strong connection with the audience.
Key take-aways for other media organisations
Gaming platforms can become an important extension of entertainment brands, especially for younger audiences who increasingly expect participation and interaction instead of passive viewing. Beside the large K3 community that already exists in the offline world, Studio 100 made it possible to expand this community online, by being present on a platform where the target group is already present (Eg. Roblox). The initial results immediately demonstrate the potential for other entertainment brands within gaming environments.
For brands looking to create a similar experience, a number of success factors stand out. Three key elements that are absolutely vital, when designing your own gaming world:
- Define your target age group.
- Ensure that fans can identify with their idols.
- Include plenty of interactive features.
It’s not sufficient enough to take a ‘wait and see’ approach. Hoping that fans will stumble upon you, is naive. Instead go for an active approach, where you know where to find the audience. Anticipate on their environment and stay relevant by continuing to add events to your online world, as well as new features and integrating commercial partners. In this way you keep the fans engaged, the world alive and new users will keep pouring in.
