Insomniac Teams Up with Unity to Bring Experiential Events to the Metaverse

The leading provider of 3D technology Unity has partnered with live music provider Insomniac to create an endless metaverse of virtual entertainment.
Image source: Insomniac

Quick take:

  • Insomniac has collaborated with 3D technology company Unity to bring experiential entertainment to the metaverse.
  • The game developer wants to blend live music and events with 3D creating a brand new and persistent metaverse world.
  • Fans will be able to gather and engage virtually for live music performances regardless of their location.

American video game developer and live music events company Insomniac has teamed up with the world’s leading 3D technology provider Unity Software to create a persistent metaverse for live events.

Unity is a major player in metaverse technologies. The company provides a platform for creating and operating interactive, real-time 3D content. 

The new metaverse world will allow fans to gather and engage virtually for live music performances regardless of their location. The two companies are trying to re-invent live entertainment by bringing music and the metaverse closer together.

Insomniac said it will reveal more details about its upcoming live events metaverse during SXSW 2022 event on March 13.

The presentation will be done by Peter Moore, SVP of Sports & Live Entertainment at Unity and former Liverpool FC CEO, who will offer a sneak peek into what the experience in the new metaverse world would be. Writing in the brief for the presentation, he said:

“Imagine going to a concert with your friends from across the country – even if you are not physically in the same state. Envision meeting your favourite performer – and having a personal conversation. The fusion of the physical and virtual worlds, accelerated by the pandemic, is offering artists and fans an elevated, personalised and gamified experience and chance to connect.”

Hyping about the partnership, the statement encourages fans to participate ad experience how Unity’s next-gen technology is augmenting concert experience, thus changing the way people participate in music and live events.

Commenting on the partnership, Moore said this was a great opportunity for Unity “Pasquale [Founder and CEO, Insomniac] and his team are revolutionary and always looking to expand their vision and bring extra value to their community.”

Moore said that the partnership will herald a long-term relationship that will bring about a “new level of interactive and immersive experiences within the world of live entertainment.”

On the other hand, Pasquale Rotella, Founder and CEO, Insomniac Events said “Unity is helping us create a world’s first experience for our community as we work together to deliver the next level of what the metaverse can be for entertainment and music.”

Experiential entertainment in the metaverse has become one of the most coveted services by Web3 companies.

FTX Europe a subsidiary of leading crypto exchange platform FTX has partnered with Belgian dance music festival, Tomorrowland to bring Web3 experiences to festival attendees.

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