EXCLUSIVE: The voice is on its way to the metaverse. The international format will receive an immersive gaming experience that will accompany the TV singing competition format.
The voice Owner ITV Studios is working with virtual gaming world The Sandbox on “The Voice Coach Battle,” where players can act as celebrity coaches and sit in the show’s famous red chairs. The Sandbox, part of Animoca Brands, has partnered with Metaverse company Virtual Brand Group to launch the Web3 game.
Developed based on the 155 adaptations of The voice From all over the world, Coach Battle offers players a similar journey to real celebrity coaches The voice, starting with a blind audition. As the three contestants perform – a tiger-faced pop singer, a rebellious young rocker, and an intense, moody alien balladeer – players press the red button to select their artist. They then go through the process, choosing music, wardrobe and stage lighting and offering their star advice at each stage. Additionally, players must complete quizzes with the TV show’s real celebrity trainers.
Along the way, players will be supported by four celebrity trainers developed for the platform – Eon B. Rabbit, Kid Flaire, Cenalia and IngoAmelis – each of whom has their own musical backstory. The overall goal is to win the final live show with a standing ovation.
Players can also vote for their favorite contestants on NBC’s 25th season The voice, which is currently on air. Each week they will receive an exclusive NFT to vote in The Sandbox, allowing TV brands to create metaverse worlds, and win connected microphones so they can sing at home for a long time.
By winning The Voice Coach Battle, players will also be in with a chance of winning tickets to The Voice in the US; France, where it airs on TF1; Germany (Sat.1), Australia (Nine Network) and Great Britain (ITV).
Watch a video of the gameplay here
Jurian van der Meer, EVP Brand Licensing, Global Partnerships, ITV Studios, said: “As part of The voice Recognized as Franchise of the Year in K7 Media’s Tracking the Giants 2023 report and recognized for having the highest number of active versions in 2023, our collaboration with The Sandbox to launch The Voice Coach Battle represents an exciting step forward our valued franchise.”
“The Sandbox is a center for creativity, discovery and self-expression and is of course the perfect place for The voice. We are thrilled to partner with them and bring the show’s energy to the digital world,” said Arthur Madrid, CEO and co-founder of The Sandbox. “We can’t wait to see the players truly shine as they take on the roles of their favorite coaches.”
“It’s showtime in the sandbox. The future of entertainment is now here, offering new ways to unite and delight The voice fans around the world,” said Justin W. Hochberg, CEO of Virtual Brand Group. “Working with ITV Studios and the Sandbox presented a unique opportunity for VBG to merge the physical and digital worlds with three innovations: the first time global TV territories have been united in one activation; first gaming experience on the platform with dynamic decisions so that every player decision creates a new result, and the first virtual coaches on television.”
Created by John de Mol, The voice is one of the most traveled formats in the world. ITV Studios owns the rights through its acquisition of de Mol’s Talpa Media in 2015.
The Sandbox is part of Animoca Brands, a digital entertainment group that operates several subsidiaries. It has collaborated with the likes of Snoop Dogg and Deadmau5 and with brands such as Adidas, Warner Music Group, The walking deadGucci and the Smurfs.
Virtual Brand Group has worked with brands such as Barbie, Forever 21 and NBC on virtual world games.