Editorial

Cirque du Soleil Finds New Fans in the Metaverse

Michael Mascioni

21 Nov 2025 — 4 min read

Source: The Sandbox

Cirque du Soleil is using The Sandbox to extend its brand into the metaverse, reaching younger digital audiences through immersive, playable versions of Luzia and Mad Apple.
The platform creates deeper, repeatable engagement with Cirque’s IP through quests, social play, and digital collectibles that keep the brand present between live shows.

The Sandbox is a virtual world where users build and explore 3D spaces, own digital land, and trade virtual assets. The platform has attracted a growing community, with more than 580,000 unique players in its most recent season and millions of users worldwide since its launch, according to the company.

Cirque du Soleil has made a big push in the metaverse through two experiences on The Sandbox platform that provide greater audience engagement with its attractions and expand its brand. The Sandbox introduced the immersive experiences inspired by Cirque du Soleil as part of Alpha Season 6. The experiences are based on the Cirque du Soleil shows Luzia and Mad Apple and are accompanied by digital collectibles, such as costumes, which aim to extend the experience of live Cirque shows into the digital world.

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