“Love Island” and “I’m a Celebrity …” receive metaverse extensions

EXCLUSIVE: Love Island And I’m a Celebrity, Get Me Out of Here! are the latest unscripted TV franchises to enter the metaverse.

ITV Studios’ formats will become part of ShowCity, an online community created by gaming platform The Sandbox, which also features ITV shows. The voice And Hell’s Kitchen.

ITV Studios has partnered with Virtual Brands Group to expand its existing contract with Animoca Brands-owned platform The Sandbox to create virtual reality TV world ShowCity, which will provide users with gaming experiences and tie-ins to the shows.

In May, we reported that ITV Studios and The Sandbox had teamed up for an immersive metaverse experience for a singing competition show The voice.

ShowCity is offering exclusive digital and physical perks to users who purchase a “LAND” during a sale starting today. The offer includes 296 regular plots and 28 premium plots. In addition to ShowCity items, premium LAND owners will receive an asset bag containing items such as the iconic Love Island water bottle, I am a celebrity… Winner’s crown and a buzzer from The Agree. Players can use these items digitally in gaming experiences in ShowCity, where they can also interact with others

Jurian van der Meer, EVP of Brand Licensing, Global Partnerships, ITV Studios, said: “We are delighted to extend our partnership with The Sandbox and bring two of our most popular reality shows, Love Island And I’m a Celebrity, Get Me Out of Here!to this dynamic and innovative platform.

“ShowCity offers fans a unique opportunity to immerse themselves in the world of their favorite shows like never before, blending digital and physical experiences. This collaboration underscores our commitment to exploring new ways to engage with audiences and redefine entertainment in the digital age.”

Sebastien Borget, COO and co-founder of The Sandbox, added: “This move fosters fanbase, drives interactivity and creates relevance in the digital age. ShowCity offers fans an exciting opportunity to connect with their favorite celebrities and television personalities in a whole new way in our community. I’m excited to see how our creators will transform the neighborhood in The Sandbox into a hub of creativity, competition and entertainment.”