EGTABITE 352: ITV’S THE VOID ENTERS THE FORTNITE METAVERSE

In this first egtabite after the summer holiday, we step into the metaverse. In July, UK’s ITV launched a brand new, high-octane, Saturday night game show called The Void. Alongside the new show, which studio prides itself of an enormous water tank, ITV has recreated the show’s environment in Fortnite Creative – a special mode of the popular video game where players can create their own maps and structures. This means Fortnite players can play in-game version of the action-packed challenges in The Void programme.

Since launching in 2017, Fortnite has become a global gaming phenomenon and, more recently, the game has introduced a Creative mode where players can design, create and publish experiences within Fortnite. ITV is the first UK broadcaster to utilise Fortnite Creative mode and is building up a network of creators on different platforms to activate Metaverse audiences around its programmes and is working with the British game design group 3D LAB on this initial innovation around The Void.

The Metaverse opportunity untapped

The Void is hosted by Ashley Banjo and Fleur East and sees contestants put themselves to the test to take on a wide range of demanding mental and physical challenges - all whilst navigating the terrifying prospect of falling into ‘The Void’- a daunting and unforgiving chasm of 520,000 litres of water stretching across the arena floor, for the chance to win a jackpot of £25,000.

“The Void is a really innovative new Saturday night show that fits perfectly with this style of gameplay. The Metaverse is a huge opportunity for ITV both from a consumer and advertiser perspective and this is the first step of how we can best make use of our IP in these spaces,” says Dan Coltron, ITV Group Strategy and Transformation Director.

Blank canvases

Following this initial Fortnite Creative pilot, ITV is planning to roll out the concept to other programmes and bring brands on-board. Additionally, ITV recently announced an investment in Metavision, a startup agency and studio which helps bring entertainment IP and brands into the metaverse. The startup originally grew out of Studio 55 Ventures, an ITV initiative designed to incubate and invest in media businesses that help to reach 16–35-year-olds.

While Metavision will work with a range of companies, ITV will be a core client, starting with the activation of The Void gameplay in Fortnite Creative. ITV says Metavision will lead the expansion of ITV’s IP and brand partners into metaverse platforms, as well as drive the group’s long-term strategy around the convergence of gaming and entertainment in these spaces.

For the moment, Metavision is focused on expanding TV content on metaverse-like games, i.e. games where players step into a digital world, engaging and sharing experiences with others within it, such as Fortnite and Minecraft.

“As well as having massive audiences, these are the first spaces where you can create real bespoke experiential playgrounds, which you can tailor to how you want to show off your brand or IP,” says Rhys Hancock, co-founder at Metavision. “And because these are meant to be open platforms, we see them as like YouTube for games. They’re blank canvases for brands and entertainment companies to build experiences which they never could before, because the barriers to entry are much lower.”

--
It is worth noting that the Void content in Fortnite Creative is not sponsored or administered by Epic Games, the developer of Fortnite.