Roblox has been doing this in their own way for a long time, and now, its latest celebrity “endorsement” is dropping today. The celebrity they got? The Weeknd.

Welcome to ROBLOX Big Brother Crew and Friends SEASON 1! Be prepared to battle for your life inside the ROBLOX Big Brother house for a shot at the grand prize! Teams of 2, take out your rivals ...

Each player starts by choosing an avatar and giving it an identity. They can then explore ROBLOX — interacting with others by chatting, playing games, or collaborating on creative projects.