Billie Eilish taps Robox for launch of immersive concert film experience directed by Avatar helmer James Cameron

Billie Eilish has launched an immersive experience on Roblox in support of her recently launched 3D tour documentary, co-directed by Titanic, Aliens and Avatar helmer James Cameron.

Roblox’s virtual entertainment space The Block has transformed into Billie Eilish’s concert stage to promote her film, Hit Me Hard and Soft: The Tour. There are interactive elements, including karaoke, with tracks like “Ocean Eyes” and “when the party’s over.”

In a LinkedIn post, TOPCAT founder Philipp Batura said: "We designed the official Billie Eilish UGC collab on Roblox!  TOPCAT partnered with Roblox to create the artist’s virtual appearance on the platform as part of Billie Eilish’s Hit Me Hard and Soft Tour film promotion."

"Our in-house team produced: Billie's official in-game avatar, featured during her performance at The Block (Roblox's virtual concert venue) and released on the Marketplace: ten semi-realistic UGC items designed around the artist's visual identity; a custom animation bundle inspired by Billie's signature movements  Huge thanks to Interscope Records and Roblox for trusting us with this project."

CGO

John Ciancutti has joined Roblox as its first Chief Growth Officer (CGO). Also joining are four regional General Managers (GMs): Joost Hagesteijn for Europe, Sunil Rao for India, Diego Dzodan for Latin America, and Mohamed El Sheakh for the Middle East, North Africa, and Türkiye. 

Ciancutti will serve as the product leader for Roblox’s Discovery and International teams. He has lead teams at Netflix, Meta, and, most recently, Amazon Music, and brings expertise in personalization, content discovery, and scaling consumer products globally.

“Joining Roblox is a chance to build the future of play. As CGO, my priority is to help optimise our sophisticated Discovery technology and drive international expansion with the on-the-ground expertise of our new regional leadership,” says Ciancutti. “I’m excited to support the product innovation necessary to help more people around the world discover the games that resonate most with them.”

2026 RTIH Innovation Awards

Immersive experiences will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.