This week, iHeartMedia debuted iHeartLand, a committed euphony and gaming abstraction wrong the virtual online crippled Fortnite developed by Epic Games.

The metaverse destination was built utilizing Fortnite’s Creative toolset with the assistance of Atlas Creative’s squad of crippled developers. Fortnite players volition beryllium capable to sojourn iHeartLand to play mini-games and enactment successful exclusive meetups with artists.

Interacting with audiences. “Our extremity is to conscionable audiences wherever they are — delivering innovative, unthinkable programming to perpetually situation ourselves to instrumentality amusement to the adjacent level,” said Conal Byrne, CEO of the iHeartMedia Digital Audio Group, successful a institution statement. “From interactive performances and intimate backstories to immersive crippled play, autochthonal to the level — this caller satellite allows america to widen the scope of today’s biggest creators, artists and personalities successful groundbreaking ways, and is simply a large adjacent measurement for iHeartMedia successful expanding our engagement with our users.”

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Metaverse unrecorded events. IHeartLand volition beryllium the virtual determination for 20 events, including a first-ever metaverse performance by GRAMMY-nominated creator Charlie Puth connected September 9.

This performance and different events volition beryllium held astatine State Farm Park virtual arena, wherever the security institution gained naming rights successful June.

Minigames. Fortnite players who sojourn iHeartLand volition besides person the accidental to play minigames and triumph gold, the game’s currency. Players volition beryllium capable to vie with each different successful these minigames and unlock different music-related experiences.

Minigames see “Speed of Sound,” a car racing crippled astir an on-brand heart-shaped track, arsenic good arsenic an obstacle people crippled successful the clouds called “Leap of Faith.”

Why we care. Although Epic Games is tight-lipped astir existent idiosyncratic numbers, Fortnite is wildly fashionable and expanding its scope done mobile, free-to-play versions. This underlines iHeartMedia’s ngo to “meet audiences wherever they are.”

For the Fortnite players who wouldn’t instantly rotation toward iHeartLand to play minigames, they mightiness get nudged to spot a virtual show by a headliner similar Charlie Puth. Maybe adjacent immoderate of Charlie Puth’s 44 cardinal monthly listeners connected Spotify who don’t already play Fortnite volition dive into iHeartLand and watch. As they accidental successful the metaverse, it’s inactive aboriginal stages. But metaverse activations aren’t conscionable astir reaching circumstantial crippled audiences, they’re astir a caller procreation of cross-promotion.

State Farm Park successful iHeartLand. Image: IHeartMedia