IHeartMedia Launches IHeartLand Metaverse Hub in Fortnite

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.

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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.

Read next: How the gaming universe is preparing marketers for the metaverse

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.

State Agricultural Park at iHeartLand. Image: iHeart Media

About the author

Chris Wood has over 15 years of reporting experience as a B2B editor and journalist. At DMN, he was an associate editor and provided original analyzes of the changing technological landscape of marketing. He interviewed leaders in technology and politics, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers and Vivek Kundra, named by Barack Obama as the nation’s first federal CIO. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “Theatre of Innovation” at Fintech Inn, Vilnius. In addition to his marketing-focused reporting in industries such as Robotics Trends, Modern Brewery Age, and AdNation News, Wood has also written for KIRKUS and contributes fiction, criticism, and poetry to several book blogs. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.

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