Quick take:
- Niantic announced an investment in Pixelynx at the Lightship Summit.
- Elynxir uses Niantic’s patented AR Lightship Visual Positioning System technology.
- The game will be available to the public in August.
Music metaverse gaming platform, Pixelynx, has revealed the name of its first mobile game, ELYNXIR.
The new music metaverse game was unveiled yesterday at the Niantic Lightship Summit in San Francisco by Pixelyn CEO and co-founder Inder Phull in front of a packed house of AR developers and executives.
At the same time, Niantic’s investment arm, Niantic Ventures, announced an investment in Pixelynx at the conference at an undisclosed amount.
Based in London and Los Angeles, Pixelynx is created by musicians and technologists Joel Zimmerman aka deadmau5 and Richie Hawtin, as well as music industry visionaries Ben Turner (Graphite; IMS: International Music Summit; AFEM: Association for Electronic Music), Dean Wilson (Seven20 Entertainment / mau5trap), and Inder Phull.
The company is building a music metaverse that aims to transform the way artists connect and engage with their fans through gaming experiences.
The unveiling of ELYNXIR was accompanied by branding for the game created by award-winning creative director Joe Perez of WØRKS. WØRKS is an award-winning New York City-based multidisciplinary design studio where Joe Perez is a partner and creative director.
“ELYNXIR introduces an entirely new level of creative immersion and gameplay in the music metaverse. It’s a world built on the premise that artists and fans want fun and exciting new ways to interact and drive culture together,” said Phull. “We knew that collaborating with Joe and his team at WØRKS, with all of their experience creating iconic album art and merch for artists and campaigns for fashion brands, was key to helping us bring our vision to life and to music fans everywhere.”
Perez’s style reflects his background in graphic design and filmmaking. WØRKS has collaborated with Kanye West, Beyoncé, Nike, Jordan, Versace, Louis Vuitton, Fear of God and others.
“As an artist, I was excited to work on ELYNXIR because it’s a platform that brings value to freedom of expression for music artists and digital creators as well as the fans and collectors,” explained Joe Perez, WØRKS Partner and Creative Director. “It felt as if the WØRKS team and I were exploring uncharted territory and establishing visual language for a new world where self-expression, community, education, and discovery are held in the highest regard.”
Niantic Lightship Summit attendees were invited to play a demo version of ELYNXIR, which uses Niantic’s patented AR Lightship Visual Positioning System technology for a music-focused experience similar to Niantic’s smash hit Pokemon Go! mobile game.
ELYNXIR is currently in beta and will be available to the public in August. Interested players can follow the Pixelynx Discord to sign up for the beta.
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