ITV Studios has announced it has granted exclusive rights in the metaverse for The Voice to the Virtual Brand Group.

Virtual Brand Group, a metaverse pioneer known for building immersive experiences and communities, will collaborate with ITV to develop, build and operate The Voice in the metaverse. Voice fans from across the world will get the opportunity to engage with the show in an environment built for them and be part of their own musical journey.

Elements of the collaboration include building boundless virtual experiences and social games, creating a web3 loyalty program and fan journey that connects and rewards fans, and developing a new form of metaverse global competition that goes beyond the real-life The Voice. 

Lucie Stoffers, Head of Brand & Licensing at ITV Studios said: “That’s why we say The Voice was, in many ways, an early version of the metaverse where anonymity and being whoever you want rule. Today we come full circle, VBG is the perfect partner for us because together, we can enable a one stop activation for all our territories and broadcasting partners around the world and give fans a year round experience with games, giveaways, and virtual items all inspired by The Voice.”