‘The Voice,’ The Sandbox Partner for ‘Coach Battle’ Game

The Sandbox, a decentralized gaming platform and subsidiary of Animoca Brands, has announced its partnership with the Virtual Brand Group (VBG), a metaverse company known for building immersive experiences, virtual commerce and digital fashion, and their collaborator ITV Studios, to launch “The Voice Coach Battle.” This Web3 gaming experience is based on ITV Studios’ “The Voice” TV format with 155 adaptations around the world. For the first time, “The Voice Coach Battle” allows fans to act like a celebrity coach and sit in the show’s red chair, hit the big red button and lead talent to stardom in a game that adapts to each choice players make, ensuring a unique experience with each playthrough.  

“In the wake of ‘The Voice’ being named Franchise of the Year in K7 Media’s ‘Tracking the Giants 2023’ report, alongside its recognition for boasting the highest number of active versions in 2023, our collaboration with The Sandbox to launch ‘The Voice Coach Battle’ represents an exciting step forward for our esteemed franchise,” says Jurian van der Meer, executive vice president, brand licensing, global partnerships, ITV Studios. 

In “The Voice Coach Battle,” fans can play along with Season 25 of NBC’s “The Voice,” now airing, from within the game experience. Players will receive an exclusive limited NFT each week they correctly predict which NBC contestants move forward and ultimately win. Participants are also automatically entered into a 15K SAND prize pool and can win “The Voice” karaoke microphones to sing at home, provided exclusively by The Gander Group. By completing “The Voice Coach Battle,” players earn a chance to win tickets to attend tapings of “The Voice” TV show in any one of five countries: U.S. (NBC), France, Germany (SAT.1), Australia and the U.K. (ITV). 

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“It’s showtime in the Sandbox,” says Justin Hochberg, chief executive officer, Virtual Brand Group. “The future of entertainment is here now with new ways to unite and delight ‘The Voice’ fans globally. Collaborating with ITV Studios and the Sandbox created a unique opportunity for VBG to merge the physical and digital worlds with three innovations: the first time global TV territories have united in one activation, first game experience on the platform with dynamic choices so every player decision creates a new outcome and television’s first-ever virtual coaches.” 

“The Voice Coach Battle” offers players a similar journey to real-life celebrity coaches on “The Voice,” starting with a blind audition. As the three contestants perform – a tiger faced pop singer, a rebellious young female rocker and an intense, moody alien balladeer – players will hit the red button to select their artist.  

Fans progress through interactive quests to prepare their talent for the Live Show in the “The Voice Coach Battle.” Like on the TV show, players must select music, choose a wardrobe, perfect stage lighting and offer advice to their artist at each stage. In addition, players must complete quizzes on the TV show’s real celebrity coaches. Unlike any other game on The Sandbox, each player’s selection changes the outcome of their performer’s score based on a new game logic technology.  

Along the way, players receive help from four new celebrity coaches debuting on The Sandbox: Eon B. Rabbit, Kid Flaire, Cenalia and IngoAmelis.  

At the “The Voice Coach Battle” Live Show, players can support their chosen artist as they perform the selected song and wear the chosen outfit. The player-designed stage serves as a backdrop for the performance. To win, the artist must secure a standing ovation.  

“The Sandbox is a hub for creativity, discovery and self-expression, naturally making it the perfect venue for ‘The Voice,’” says Arthur Madrid, chief executive officer, co-founder, The Sandbox. “We are very excited to collaborate with them and bring the show’s energy into the digital realm. We can’t wait to see players truly shine as they take on the roles of their favorite coaches. This innovative gaming experience invites enthusiasts and fans worldwide to step into the coveted coach’s seat and immerse themselves within the unique gameplay. With real-world prizes and exclusive opportunities, ‘The Voice Coach Battle’ brings the excitement of the TV show to the digital space like never before.”