Mobile metaverse Avakin Life and British television network ITV look back on landmark partnership ‘The Voice of Avakin’ and spotlights the best performers in new highlights reel, available from April 1 on Avakin.com
April 5, 2022
[This unedited press release is made available courtesy of Game Developer and its partnership with notable game PR-related resource Games Press]
Author: Lockwood Publishing
Nottingham, UK – Monday, March 30th 2022, 1pm GMT – Avakin Life, the mobile metaverse created by leading British metaverse games developer and publisher Lockwood Publishing, will this week showcase the top highlights from its one-of-a-kind partnership with smash ITV show The Voice.
The month-long ‘The Voice of Avakin’ partnership event, which took place at the end of 2021, welcomed almost 2million singers from around the world to perform to hit tracks on an immersive virtual stage in Avakin Life. It created endless chair-turning moments. And, from April 1, 2022, everyone can relive those moments with ‘The Voice of Avakin: Best Bits’, showcasing exclusively on Avakin.com.
Plus, thanks to a mesmerising 360° video that captures ‘The Voice of Avakin’ Main Stage experience, anyone can step into the metaverse and feel the rush of performing if they missed out in 2021.
‘The Voice of Avakin’ key stats:
7.5million total visits to ‘The Voice of Avakin’ experience, including 4.9million unique users
324k hours spent in ‘The Voice of Avakin’ scenes, the equivalent of 37 years’ worth of playtime
80million+ views for #TheVoiceOfAvakin on TikTok
More than 60k views of Avakin Life livestreams celebrating ‘The Voice of Avakin’ on TikTok
The launch of first-ever Avakin Life TV advert, which reached 25% of the UK population in one month
All players needed to own the stage was the free Avakin Life app and a favourite track to singalong to, with 10 chart-topping hits provided by Sony Music UK. Performers could then share unique virtual performances directly from Avakin Life to social media hotspot TikTok for everyone to see.
It wouldn’t have been The Voice without letting players hit the iconic red button, though. The multi-phased event encouraged anyone to “be the Coach”, stepping into the shoes of their favourite celebs to role-play experiences that make each season of The Voice a must-see TV event. TikTok music sensation Sam Fischer was also there to guide players as a Celebrity Coach, and Sam will return to host ‘The Voice of Avakin: Best Bits’, choosing his favourite performers, and answering questions from the Avakin Life community.
Looking back on the partnership, Keir Mackay, Marketing Director at Lockwood Publishing, said: “There are millions of future stars out there hungry for new experiences, ones that let them express themselves through highly personal digital personas – this is what ‘The Voice of Avakin’ truly showed us. We were blown away by the level of talent shown on stage and are proud to give performers more time in the spotlight with ‘The Voice of Avakin: Best Bits’.
“Our partnership with ITV was a standout event in the history of Avakin Life. We created a metaverse moment that was wonderfully unique, combining immersive design with a much-loved TV show and letting players roleplay their dreams together.”
Neil Bowler, Controller of Games ITV Studios, added: “The chance to sing and perform is central to the ethos of The Voice, so giving millions of people the chance to do this in front of a global audience in ‘The Voice of Avakin’ was a perfect partnership opportunity for us, and for the fans. We’re delighted with the results, and excited to celebrate this with the Avakin Life community. We’re only at the beginning of exploring the potential of the metaverse and looking forward to working with the Lockwood team in the future.”
##ENDS##
Press contact: [email protected]
Marketing contact: [email protected]
About Lockwood Publishing
Founded in 2009, Lockwood Publishing is a leading independent UK company that specialises in developing virtual worlds for console and mobile platforms. The award-winning team is headquartered in Nottingham with further studios in Newcastle, Lisbon and Vilnius. For more information about Lockwood Publishing, go to www.lockwoodpublishing.com
About Avakin Life
Avakin Life is a social 3D avatar-based metaverse for mobile launched in 2013. Its global community consists of more than 200million downloads and 1.3million daily active users, who design their avatars using more than 30,000 virtual items and accessories, including real world brands. In Avakin Life, players become avatars that explore, create and meet others in a rich and ever-changing virtual world. For more information Avakin Life, go to www.avakin.com
About ITV Studios
ITV Studios is a creator, producer and distributor of world-leading programmes that people can’t get enough of. We connect millions of people every day and shape and reflect the world they live in, we are More Than TV. Its Brand & Licensing department is responsible for all global commercial activities including sponsorship, brand licensing, consumer products, gaming and live events. It represents a diverse portfolio including formats, scripted, game shows and kids, which offer a wide range of commercial opportunities. Brands include The Voice, Hell's Kitchen, Love Island, I Am A Celebrity...Get Me Out of Here!, The Chase, Coronation Street, Schitt’s Creek, The Last Unicorn, Thunderbirds, Space: 1999, The Prisoner, and others.
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