The MTV Video Music Awards has unveiled a virtual experience on Roblox in a bid to reach out to the younger generation of fans.
MTV and Roblox
MTV is bolstering its new product, the Video Music Awards, with a virtual experience in Roblox. The U.S. cable TV and entertainment giant’s new metaverse has been created as part of a broader strategy to reach the younger generation of fans.
The metaverse is broadly described as a 3D virtual space where people can interact immersively through games, virtual concerts and other experiences like the one just introduced by MTV.
Roblox is one of the leading U.S.-listed companies in the metaverse. It has welcomed tech and entertainment giants who wanted a glimpse into the metaverse.
Samsung recently unveiled its own metaverse hub on the platform, which it plans to use to create more engagement channels with its customers.
MTV and Web3
MTV wants to experiment with the opportunities presented by the metaverse with the VMAs. Commenting on the launch of the virtual experience, Amy Campbell, chief marketing officer for Paramount Media Networks and MTV Entertainment Studios, said:
“One of the most exciting things is that it brings the VMAs experience to people anywhere in the world.”
According to the announcement, the VMAs experience will feature three games, starting with one launched on August 12. The company plans to add one more for each of the next two Fridays leading up to the Aug. 28 awards gala.
The VMAs hub will allow players to increase their chances of voting for the best performance in the metaverse by “collecting MTV logo tokens throughout the experience and playing the games.”
MTV partnered with Superleague Gaming to build its VMA experience, the game publisher’s relationship with MTV and Paramount’s partner entities goes back several years.
“This is for that slightly older Roblox player who is starting to identify a lot with music, and is really about to enter that entry point to become an MTV viewer,” said Ann Hand, CEO and president of Super League Gaming.
The metaverse is considered a burgeoning industry, whose potential could be worth billions over the next decade. A recent McKinsey report predicts that the metaverse could reach $5 trillion by 2030, while Citi previously forecast a value of up to $13 trillion.
Given the potential of the sector, companies around the world continue to experiment with ways to extend their presence into the virtual world. MTV, Samsung, Forever21 and Chipotle are among those using Roblox to test the experience.
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