Why The Voice is investing in a cross-platform metaverse strategy

The international reality television franchise The Voice has launched its own virtual experience today inside the metaverse platform The Sandbox. It’s the latest example of the brand’s push into virtual space, showcasing The Voice’s uniquely cross-platform approach to its metaverse strategy.

In addition to this week’s launch in The Sandbox — a mini game named “Coach Battle,” in which players act as coaches in a fictional version of the show — The Voice has shown up across a wide range of metaverse platforms in the past year, including Decentraland, Roblox and HiberWorld. The brand’s virtual activations have ranged from dedicated, always-on metaverse experiences to sales of digital merchandise such as branded virtual hoodies and puffer jackets.

“Overall, our aim was to basically create deeper fan engagement with our audiences,” said Leila Ahmed, a brand manager for The Voice owner ITV Studios. “We know that there’s a lot of people spending more time on these types of platforms, and for us, what was really imperative and important was to engage the connection with the fans and establish a way of how we can actually connect the TV show to these types of platforms.”

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