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“The Voice,” the renowned American singing reality competition, has ventured into the metaverse, transforming its real-life format into a gamified experience.
ITV Studios, in collaboration with The Sandbox and Virtual Brand Group (VBG), introduced “The Voice Coach Battle,” allowing fans to step into the shoes of celebrity coaches and sit in the iconic red chairs seen on the show.
The game mirrors the TV program’s structure, starting with a blind audition featuring three distinct characters: a spirited pop singer, a rebellious rocker chick, and a contemplative alien balladeer. Players make their selections by pressing a virtual red button to indicate their preference.
Then, the experience unfolds with a blend of music, style, and mentoring, as participants guide their chosen artist through the competition. Alongside, they can test their knowledge about the show’s celebrity coaches through quizzes, with the chance to win exclusive memorabilia.
Moreover, the virtual platform intertwines with the ongoing season of NBC’s “The Voice,” enabling fans to cast votes for their favored performers. Correct voting rewards participants with exclusive The Voice-themed non-fungible tokens (NFTs) and potential access to live shows in designated countries.
This venture follows ITV Studios’ previous metaverse initiative, “The Voice Studios,” introduced last year in collaboration with VBG. The experience allowed fans to showcase their musical talents, dance skills, and engage in Battle rounds.
“The Voice” joins a growing trend of real-world TV programs venturing into the metaverse to offer immersive experiences for their audiences.
Last November, Banijay partnered with The Sandbox to bring metaverse experiences based on popular series like “Black Mirror” and “Peaky Blinders” to fans. This year, “Black Mirror” also unveiled “Smile Club,” a Web3 experience offering quests, social scoring, and rewards.
