‘Love Island’ & ‘I’m A Celebrity…’ Immersive Gaming Experiences To Populate Virtual World ShowCity

Jesse Whittock

July 10, 2024 at 9:00 a.m.·2 min read

EXCLUSIVE: Love Island and I’m a Celebrity… Get Me Out of Here! are the latest unscripted TV franchises to enter the metaverse.

The ITV Studios-owned formats will form part of ShowCity, an online neighborhood created by gaming platform The Sandbox that will also feature ITV shows The Voice and Hell’s Kitchen.

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ITV Studios, in partnership with the Virtual Brand Group, has struck a deal expanded its existing pact with Animoca Brands-owned platform The Sandbox to create reality TV virtual world ShowCity, which will provide users with gaming experiences and tie ins with the shows.

In May, we reported that ITV Studios and The Sandbox had teamed for an immersive metaverse experience for singing competition show The Voice.

ShowCity will offer exclusive digital and physical perks to users who buy one ‘LAND’ during a sale that starts today, comprising 296 regular plots and 28 premium spots. Besides receiving ShowCity merchandise, premium LAND owners will get as asset bag featuring items such as the iconic Love Island water bottle, I’m a Celebrity… winner’s crown and a buzzer from The Voice. Players will be able to use these items digitally in gaming experiences in ShowCity, where they can also interact with others

Jurian van der Meer, EVP of Brand Licensing, Global Partnerships, ITV Studios, said: “We are excited to extend our partnership with The Sandbox and bring two of our most beloved reality shows, Love Island and I’m a Celebrity…Get Me Out of Here!, to this dynamic and innovative platform.

“ShowCity represents a unique opportunity for fans to immerse themselves in the worlds of their favorite shows like never before, blending digital and physical experiences. This collaboration underscores our commitment to exploring new ways to engage with audiences and redefine entertainment in the digital era.”

Sebastien Borget, COO and co-founder of The Sandbox, added: “This move fosters fandom, drives interactivity, and creates relevance in the digital age. ShowCity offers an exciting opportunity for fans to connect with their favorite celebrities and TV stars in an entirely new way within our community. I look forward to seeing how our creators will transform the neighborhood into a hub of creativity, competition, and entertainment within The Sandbox.”

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