to the Virtual Brand Group (VBG).
Virtual Brand Group (VBG), a metaverse brand focused on immersive experiences and communities, will collaborate with ITV to develop, build and operate “The Voice” in the metaverse for the first time. “Voice” fans from across the world will get the opportunity to engage with the show - anytime, anywhere - in an environment built for them. Elements of the collaboration will include:
Building experiences and social games, including persistent worlds and events where fans and friends can enjoy content, showcase skills and challenge each other in creative musical play.
Creating a web3 loyalty program and fan journey that connects and rewards them for the time across all their interactions from social media to watching the show to buying virtual or physical merchandise.
Working to develop a new form of truly metaverse global competition that goes far beyond the real-life version, offering new opportunities to drive global viewership of The Voice
“That’s why we say ‘The Voice’ was, in many ways, an early version of the Metaverse where anonymity and being whoever you want rule,” says Lucie Stoffers, head, brand and licensing, ITV Studios. “Today we come full circle. VBG is the perfect partner for us because together, we can enable a one-stop activation for all our territories and broadcasting partners around the world and give fans a year-round experience with games, giveaways and virtual items all inspired by ‘The Voice.’”
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