The Voice Unveils New Immersive Game in The Sandbox

Credit: Virtual Brand Group

The Voice, the American singing reality competition TV show that’s become a global phenomenon, just released “The Voice Coach Battle,” an immersive gaming experience in The Sandbox metaverse.

The news was announced today by The Sandbox, a subsidiary of Animoca Brands and top decentralized gaming platform. The new initiative comes in collaboration with Virtual Brand Group (VBG), a platform known for building immersive experiences and initiatives, and ITV Studios, which owns the rights to The Voice.

Now fans around the world can become a celebrity coach and sit in the show’s iconic red chair, hit the big red button, and lead America’s next great singer to stardom. The game is also the first in The Sandbox to feature new game logic technology, so that every decision creates a new outcome for players.

In an industry first move, there will be a unique digital experience that coincides with Season 25 of NBC’s The Voice, which is now airing. Elements of the real TV show are merged with a digital twin, and fans can win limited NFTs each week by predicting which contestants will advance. There are also trivia questions, and fans receive assistance from four celebrity coaches throughout the experience: Kid Flaire, Eon B. Rabbit, Ingo Amelis, and Cenalia.

According to a press release shared with Rarity Sniper, the rewards won’t just be digital. Players will have the chance to win ‘The Voice’ karaoke microphones from The Gander Group to use at home, and players who complete ‘The Voice Coach Battle’ are eligible to win a trip to see a live taping of The Voice in one of five countries: the U.S., U.K., Germany, France, and Australia.

According to Arthur Madrid, the CEO and co-founder of The Sandbox, the immersive world is “a hub for creativity, discovery, and self-expression,” making it a “perfect venue” to host The Voice. Justin W. Hochberg, CEO of Virtual Brand Group, added that the collaboration enabled VBG to “merge the physical and digital worlds” in unique ways.

The Voice Continues to Be Active in Web3

Fans of one of the most popular singing competition game shows in the world should be excited about the launch of “The Voice Coach Battle.” But this isn’t the first time we’ve seen The Voice embrace the next generation of the internet. At Rarity Sniper, we’ve covered various articles about The Voice wading into Web3 waters, particularly the metaverse. Here are the three most recent stories.

First, in February 2024, The Voice launched a new virtual clothing line and metaverse activation in HiberWorld, a social gaming platform that lets users build virtual worlds without coding experience. Hype Gear, as the clothing line was named, features five outfits that can be mixed and matched inside the immersive world.

Next, in December 2023, The Voice partnered with ITV and Virtual Brand Group for a Winter Fashion Line in Roblox. The digital fashion line took inspiration from four current coaches, including John Legend, Gwen Stefani, Niall Horan, and Reba McEntire.

Finaly, in May 2023, The Voice, ITV Studios, and the Virtual Band Group launched a permanent installation in the Decentraland called The Voice Studios. The initiative consists of five virtual experiences, including a Music Maker, Dance Off, Musical Treasure Hunt, Music Trivia, and a Rhythm Challenge.

While some companies and brands have found one metaverse and stuck with it, The Voice has already worked with four of the top metaverses — HiberWorld, Roblox, Decentraland, and now The Sandbox. It will be curious to see if the game show eventually chooses one virtual world to settle down with. But for now, fans of Web3 and The Voice have plenty of options to choose from.