ITV has become the first broadcaster to enter the Fortnite Creative as it launches an in-game version of its new entertainment show, The Void, to the video game.
Marking a whole new step into the Metaverse for the studio, ITV is recreating the Saturday night game show in Fortnite Creative, allowing players to take on their own in-game version of the challenges and tasks undertaken in the programme.
ITV is the latest entertainment giant outside of video games to find its footing within Fortnite Creative as the deal follows a major recent partnership between Fortnite and The O2 that witnessed the entertainment venue launch a digital version into the video game.
The week-long partnership culminated with an in-game concert performance by the UK group Easy Life.
Fortnite Creative’s link up with ITV marks the first time a UK broadcaster has utilised the platform. ITV is now building up a network of creators on different platforms to activate Metaverse audiences around its programmes.
The Void is hosted by Ashley Banjo and Fleur East and sees contestants put to the test as they take on a range of mental and physical challenges while navigating the prospect of falling into The Void – a chasm of 520,000 litres of water stretching across the arena floor.
Following the initial Fortnite Creative pilot, ITV is planning to roll out the concept to other programme and bring brands on board.
Dan Colton, ITV Group Strategy and Transformation Director, said: “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.”