IHeartMedia launches IHeartLand Metaverse Hub in Fortnite

This week, iHeartMedia launched iHeartLand, a space dedicated to music and games within the online virtual game Fortnite developed by Epic Games.

The Metaverse destination was created using Fortnite’s creative toolset with the help of Atlas Creative’s game development team. Fortnite players will be able to visit iHeartLand to play minigames and participate in exclusive encounters with artists.

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Interact with the audience. “Our goal is to meet the audience where it is – delivering innovative and incredible programming to constantly challenge ourselves to take entertainment to the next level,” said Conal Byrne, CEO of iHeartMedia Digital Audio Group, in a statement from the ‘agency. “From interactive performances and intimate stories to immersive and native platform gameplay, this new world allows us to expand the reach of today’s greatest creators, artists and personalities in revolutionary ways and is an important next step for iHeartMedia in expanding our engagement with our users.

Read next: How the game universe prepares marketers for the Metaverse

Live events of the Metaverse. iHeartLand will be the virtual location for 20 events, including the first ever Metaverse concert by GRAMMY nominated artist Charlie Puth on September 9th.

This concert and other events will take place in the virtual arena of State Farm Park, where the insurance company obtained the rights to the name in June.

Mini games. Fortnite players who visit iHeartLand will also have the opportunity to play minigames and earn gold, the in-game currency. Players will be able to compete in these minigames and unlock other music-related experiences.

The minigames include “Speed ​​of Sound”, a car racing game around a distinctive heart-shaped circuit and a cloud-based obstacle racing game called “Leap of Faith”.


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Why do we care. Although Epic Games has their lips tightened on the number of current users, Fortnite is hugely popular and is expanding its reach through mobile and free versions. This underscores iHeartMedia’s mission to “meet the public where they are”.

For Fortnite players who don’t immediately head to iHeartLand to play the minigames, they may be prompted to see a virtual performance by a headliner like Charlie Puth. Maybe even some of Charlie Puth’s 44 million monthly Spotify listeners who aren’t already playing Fortnite will dive into iHeartLand and watch. As it says in the Metaverse, it is still in its infancy. But metaverse activations aren’t just about reaching a specific game audience, they’re about a new generation of cross promotions.

State Agricultural Park in iHeartLand. Image: iHeart Media

About the author

Chris Wood draws on over 15 years of journalism experience as a B2B editor and journalist. At DMN, he worked as an associate editor, providing original insights into the changing technological landscape of marketing. He interviewed leaders in technology and politics, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers and Vivek Kundra, who was named the nation’s first federal CIO by Barack Obama. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019 he moderated a panel on “Theater of Innovation” at Fintech Inn, Vilnius. In addition to his marketing-focused reports in industries such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS and contributes fiction, criticism and poetry to several book blogs. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.

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