South Korean broadcaster Munhwa Broadcasting Corporation (MBC) has jumped on the metaverse bandwagon with The Sandbox.
The company plans to open a virtual version of its iconic office building located in Seoul in 3D virtual space and will also create an immersive version of its production studios.
The metaverse is generally described as a 3D virtual space that allows people to interact with various entertainment and experiential events, such as games and concerts, in an immersive way.
MBC in the metaverse
MBC made its first foray into the metaverse last year, when it launched metaverse avatars for the non-celebrity judges of the TV show The Masked Talent, a spinoff of its most popular show, “The Masked Singer.”
Since then, it has launched another metaverse program, called “Avatar Singer,” a music survival metaverse program, which leverages augmented reality (AR) avatars to hide the contestants’ identities.
But now, the company is expanding its presence in the 3D space by bringing its famous Sangam office building into the metaverse. The company will allow The Sandbox community to use its virtual office building and production studios for various projects.
Park Jae-hoon, part director of MBC, commented on the partnership, “I have paid attention to the 3 million users of The Sandbox and the collaboration cases with Snoop Dogg and Winner Music. The success stories of the metaverse and NFT projects that MBC built a priori among national broadcasters will bring novelty to The Sandbox.”
The Sandbox aims to expand the exposure of the K-verse complex it is building in partnership with Korean entertainment giant Cube Ent.
Lee Seung-hee, CEO of The Sandbox Korea, commented, “I am delighted to be with MBC, which has been creating broadcast content that Koreans like for a long time.”
More and more brands, especially retail companies and video game manufacturers, have ventured into the 3D virtual realm. Others have opted to register various trademarks in a bid to protect their brands, while global professional service providers have set up virtual offices and are poised to expand their services to new residents of the metaverse.
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