Over 12.8 million users logged into Roblox to attend Bruno Mars' virtual concert in the minigame Steal a Brainrot, where fans could collect Bruno-themed traits and a limited edition character. The term "brainrot" in Roblox refers to a trend of AI-generated memes gamified into a collectible experience. The event peaked with over 12.8 million concurrent users and garnered over 53 million views on social media content from 38 countries in 20 languages. Roblox has seen a 70% year-over-year increase in daily active users, with Bruno Mars' event following his record-breaking ticket sales for his upcoming stadium tour.