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ITV Studios gives exclusive rights in the metaverse to VBG to build The Voice experience

ITV Studios has given Virtual Band Group (VBG) exclusive rights in the metaverse for its popular talent show The Voice. VBG will collaborate with ITV to develop and operate The Voice in the metaverse, offering fans a virtual experience that includes social games, persistent worlds, and events in which they can “enjoy unique content, showcase skills, and challenge each other in creative music play.” VBG says the experience will go far beyond the real-life version of the show and will offer new opportunities to drive viewership of The Voice.

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ITV Studios has given Virtual Band Group (VBG) – a company which builds virtual experiences and communities within the metaverse – exclusive rights in the metaverse for its popular talent show The Voice. VBG will collaborate with ITV to develop and operate The Voice in the metaverse, offering fans a virtual experience that includes social games, persistent worlds, and events. The company says the experience will be a space in which they can “enjoy unique content, showcase skills, and challenge each other in creative music play.”

As part of the experience, VBG will create a web3 loyalty programme that rewards fans for their interactions with The Voice, in ways that include engaging with the show on social media, watching the show, or buying virtual and physical merchandise related to The Voice.

The company says the experience will go far beyond the real-life version of the show and will offer new opportunities to drive viewership of The Voice. Fans can sign up to get early access to metaverse games and be the first to receive rewards and challenges at TheVoiceVIPSuperverse.com

Lucie Stoffers, Head of Brand & Licensing at ITV Studios, says: “The Voice was, in many ways, an early version of the Metaverse where anonymity and being whoever you want rule. 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.”

VBG CEO and Founder, Justin Hochberg, comments: “Collaborating with ITV to deliver The Voice metaverse will redefine virtual music experiences beyond passive concerts centred just on popstars and give power to a billion people to become stars anywhere on the planet.

“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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