ITV’s The Voice beats Facebook to the chase with new metaverse song contest

ITV's hit song contest The Voice is getting the metaverse treatment with a new 'immersive' digital talent competition.

The show will be 'uploaded' to the social mobile game Avakin Life and TikTok, in a metaverse addition that will be called 'The Voice of Avakin'.

Fans will also have the opportunity to explore the Green Room and Casting Room in the immersive digital experience.

You can even take up the role of one of the judges of other digital contestants—just like Sir Tom Jones, Olly Murs, Anne Marie and

Anyone can be in with a chance of performing on the show's iconic stage by recording and uploading their singing videos from the metaverse app to TikTok.

The Voice Avakin won't just be in the metaverse though—it will also be featured on ITV as well as a major TikTok showcase.

"We couldn't be more excited to offer players of Avakin Life the chance to become part of The Voice," said Marja Konttinen of developer Lockwood Publishing.

"We know how much our audience loves live music—so what's better than an opportunity to have a go at becoming a star themselves?"

The Voice is one of the most popular talent shows worldwide and is aired in 180 countries around the globe. The UK version of the show is set to return next year with the original lineup of judges.

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Avakin Life is a social 3D 'mobile metaverse' which lets players create 3D avatars and explore a virtual world. It has around 1.3 million daily active users.

The new virtual singing contest is an early example of the 'metaverse', a 3D social internet powered by virtual reality and augmented reality.

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'The metaverse' has been grabbing headlines since Facebook's reveal of the ambitious Matrix-like project.

The company, now known as 'Meta' in recognition of the project, plans to hire 10,000 people across Europe to 'build' the metaverse—but insists it does not want to control it.

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