The virtual world will allow fans globally to unlock new voice experiences through games, competitions, fan rewards, digital items and more.

License Global

October 28, 2022

2 Min Read
"The Voice" Metaverse logo.
"The Voice" Metaverse logo.ITV

ITV Studios announced that it has granted exclusive rights in the metaverse for “The Voice” 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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“Collaborating with ITV to deliver ‘The Voice’ metaverse will redefine virtual music experiences beyond passive concerts centered just on popstars and give power to a billion people to become stars anywhere on the planet,” says Justin Hochberg, chief executive officer and founder, VBG. “‘The Voice’ metaverse experience will create a new, connected musical fan journey that only web3 can deliver - not real life, not TV and not static Internet. Fans will be rewarded no matter how they engage - whether watching, sharing, purchasing, playing or attending an event. For VBG, this represents the next iteration in our rapid growth leading entertainment onto a range of new platforms.” 

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License Global

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