MTV Creates VMA Metaverse Space On Roblox To Attract New Viewers
MTV is creating a new virtual space in Roblox as part of a new award category for musical performance in the Metaverse.
For this initiative, MTV is partnering with Super League Gaming Inc. to target the young Roblox demographic in an effort to attract more viewers to the Paramount Media Network channel.
Originally conceived as a physical simulation engine, Roblox has evolved into a 3D environment where brands can create immersive experiences that allow customers to meet and express themselves through 3D avatars. With gaming becoming a mainstay of modern society, generating more revenue than the film and television industry combined, marketing teams at Wendy’s Co., Gucci, Nike and recently Mexican Chipotle don’t want to miss a thing. Depending on its sector, each company has equipped virtual spaces with goods and virtual experiences. Nike went so far as to create a “Head of the Metaverse” role.
But virtual spaces have utility beyond the fashion space. The metaverse has been a testing ground for the music industry‘s response to canceled concerts during the Covid-19 pandemic: the metaverse concerts. Artists like Charlie XCX and Travis Scott have performed in virtual spaces before.
MTV originally pioneered an expedition into the metaverse through the popular Microsoft game Minecraft. MTV and Paramount Media Network executives are now excited to bring the MTV Video Music Awards (VMAs) to a wider audience on Roblox. The company is targeting older children whose musical palette is being formed and who could become future viewers of the channel.
Other Roblox games will feature virtual billboards that lead them to the VMAs experience.
Users will have the opportunity to vote for their favorite Metaverse performance with MTV logo tokens gleaned from playing three VMA-related games.
There is no indication that non-fungible tokens will be added to the mix, a growing trend for music artists.
MTV’s move to drive more widespread adoption
With a 17% drop in VMAs viewership in September 2021 for the all-important 18-49 demographic, MTV’s foray into the metaverse for its August 29 event is sure to generate greater interest. in the industry, according to Metaverse experts.
Metaverse expert Cathy Hackl believes that any attempt to enter the space must gain buy-in from the various stakeholders within a company. Brands need to have a Discord presence to connect with Gen Z shoppers. Ads will also evolve from direct-to-consumer to direct-to-avatar advertising.
According to Bloomberg Intelligence, the metaverse is expected to have an $800 billion market by 2024. Internet availability and speed will be crucial for its widespread use.
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