This week, iHeartMedia launched iHeartLand, a space dedicated to music and games within the virtual online game Fortnite developed by Epic Games.
The Metaverse Destination was built using Fortnite’s creative toolset with help from Atlas Creative’s game development team. Fortnite players can visit iHeartLand to play minigames and participate in exclusive artist encounters.
Interaction with the audience. “Our goal is to meet audiences where they are – delivering innovative and incredible programming to constantly challenge ourselves to take entertainment to the next level,” said Conal Byrne, CEO of iHeartMedia Digital Audio Group, in a company statement. . “From interactive performances and intimate storytelling to immersive, platform-native gameplay, this new world enables us to expand the reach of today’s greatest creators, artists and personalities in groundbreaking ways, and is another important step for iHeartMedia in expanding our engagement with our users.
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Metaverse Live Events. iHeartLand will be the virtual venue for 20 events, including a first-ever Metaverse concert by GRAMMY-nominated artist Charlie Puth on September 9.
This concert and other events take place in the virtual arena of State Farm Park, where the insurance company acquired the naming rights in June.
mini games. Fortnite players who visit iHeartLand will also have the opportunity to play mini-games and earn gold, the in-game currency. Players can participate in these mini-games and unlock other experiences with music.
Minigames include “Speed of Sound”, a car racing game around a signature heart-shaped track and a cloud-based obstacle course game called “Leap of Faith”.
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Why we care. While Epic Games is mouth-watering at the number of current users, Fortnite is hugely popular and is expanding its reach through mobile and free versions. This underscores iHeartMedia’s mission to “meet the audience where they are”.
For Fortnite players who don’t head straight to iHeartLand to play minigames, they may be pressured to see a virtual performance from a headliner like Charlie Puth. Maybe even some of Charlie Puth’s 44 million monthly Spotify listeners who aren’t yet playing Fortnite pop into iHeartLand and watch. As they say in the Metaverse, it’s still in its infancy. But metaverse activations aren’t just about reaching a specific gaming audience, they’re about a new generation of cross-promotion.