ShowCity merges Reality TV with the Metaverse in Sandbox


  • ShowCity merges top reality TV shows with The Sandbox metaverse, offering fans unique digital and physical perks.
  • Premium LAND owners in ShowCity receive exclusive items like Love Island bottles and The Voice buzzers for digital use.
  • ShowCity’s immersive experiences enhance fan engagement, revolutionizing how audiences interact with reality TV.

ShowCity invites fans to pack their bags and step in front of the camera. This innovative project, created by the gaming platform The Sandbox, is set to feature iconic reality TV franchises like Love Island, The Voice, Hell’s Kitchen, and I’m a Celebrity… Get Me Out of Here! With the raffle now open, fans have the unique opportunity to secure their plot in this virtual reality world.

ShowCity offers exclusive digital and physical perks to users who purchase one of the 324 available ‘LAND’ plots. The sale includes 296 regular plots and 28 premium spots. Premium LAND owners will receive an asset bag featuring items such as the iconic Love Island water bottle, I’m a Celebrity… winner’s crown, and a buzzer from The Voice. These items can be used digitally in gaming experiences within ShowCity, where players can also interact with others.

Jurian van der Meer, EVP of Brand Licensing, Global Partnerships at ITV Studios, expressed excitement about the extended partnership with The Sandbox. ShowCity represents a unique opportunity for fans to immerse themselves in the worlds of their favorite shows like never before. By blending digital and physical experiences, this collaboration underscores ITV Studios’ commitment to exploring new ways to engage with audiences and redefine entertainment in the digital era.

Sebastien Borget, COO and co-founder of The Sandbox, highlighted the significance of this move. ShowCity fosters fandom, drives interactivity, and creates relevance in the digital age. This virtual neighborhood offers an exciting opportunity for fans to connect with their favorite celebrities and TV stars in a novel way. Borget looks forward to seeing how creators transform ShowCity into a hub of creativity, competition, and entertainment.

In May, ITV Studios and The Sandbox announced an immersive metaverse experience for The Voice, marking the beginning of this innovative collaboration. Now, with the inclusion of Love Island and I’m a Celebrity… Get Me Out of Here!, ShowCity promises to provide an even richer and more engaging experience for fans.

Moreover, ShowCity aims to blend reality TV with the metaverse, offering a dynamic and interactive platform for fans. This initiative not only enhances viewer engagement but also creates new avenues for content consumption and interaction. Consequently, ShowCity is set to revolutionize the way audiences experience reality TV, making it a landmark development in the digital entertainment landscape.