NBCUniversal is tapping Samsung for a Rockefeller Center metaverse experience. In another move towards the gamification of entertainment, the two corps launched “Tonight at the Rock – Powered by Samsung Galaxy” this week, a virtual space within the Gen Z-loved game Fortnite. Players can access “a co-branded virtual New York City and make their way to Studio 6B by using in-game power-ups inspired by Samsung devices.” The experience features several mini-games inspired by The Tonight Show including Giant Pong, Race Up the Rock, Cabbie Crash Course and Escape Studio 6B. One of the games was also featured in Wednesday night’s live broadcast, blending the outdated world of cable with a realm Gen Z gamers are more familiar with. YPulse research shows 84% of virtual world gamers have or are interested in participating in a brand event in their virtual world. (Marketing Dive)
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