Defying gravity worldwide with Roku’s Wicked City takeover

Roku recently gave its interactive streaming cityscape, Roku City, a spell-binding makeover for the release of Wicked: For Good. For the first time ever, this Roku City takeover spanned the globe, transporting users to the magical world of Oz when they start their streaming journey.

From 14 to 16 November 2025, Roku City was transformed into the Emerald City. In addition to familiar landmarks from the film, like Shiz University, viewers also saw the first-ever flying animations.

Launched in 2023, Roku City Neighborhoods feature buildings, visuals and destinations to make brands unmissable when viewers start and end their streaming sessions. Roku has previously collaborated with a variety of companies across industries to organically integrate them within Roku’s cityscape. This approach is helping to maximise monetisation by capturing viewers’ attention.

Find out more at advertising.roku.com