Sunday, July 21, 2024

‘Love Island’ and ‘I’m A Celebrity…’ get metaverse expansions

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EXCLUSIVE: love island and I’m a celebrity… Get me out of here! are the latest unscripted television franchises to enter the metaverse.

Formats owned by ITV Studios will be part of ShowCity, an online neighbourhood created by the gaming platform The Sandbox that will also feature ITV programmes The voice and Hell’s Kitchen.

ITV Studios, in partnership with Virtual Brands Group, has reached an agreement extending its existing partnership with Animoca Brands-owned platform The Sandbox to create virtual reality TV world ShowCity, which will provide users with gaming experiences and links to the programmes.

In May, we reported that ITV Studios and The Sandbox had partnered for an immersive metaverse experience for a singing competition show. The voice.

ShowCity will offer exclusive digital and physical benefits to users who purchase a ‘LAND’ during a sale starting today comprising 296 regular plots and 28 premium spaces. In addition to receiving ShowCity merchandise, premium LAND owners will receive an asset bag with items such as the iconic love island water bottle, I’m a celebrity… winner’s crown and a bell He VoicePlayers will be able to use these items digitally in gaming experiences at ShowCity, where they will also be able to interact with others.

Jurian van der Meer, EVP, Brand Licensing and Global Partnerships, ITV Studios, said: “We are excited to extend our partnership with The Sandbox and bring two of our most-loved reality shows to the table. love island and I’m a celebrity… Get me out of here!to this dynamic and innovative platform.

“ShowCity represents a unique opportunity for fans to immerse themselves in the worlds of their favourite shows like never before, combining digital and physical experiences. This collaboration underlines our commitment to exploring new ways to engage with audiences and redefine entertainment in the digital age.”

Sebastien Borget, COO and co-founder of The Sandbox, added: “This movement fosters fandom, drives interactivity and creates relevance in the digital age. ShowCity “The Sandbox offers an exciting opportunity for fans to connect with their favorite celebrities and TV stars in a whole new way within our community. I look forward to seeing how our creators will transform the neighborhood into a hub of creativity, competition, and entertainment within The Sandbox.”


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