ITV has taken novel steps to market its latest Saturday night gameshow format to new audiences by dovetailing the broadcast launch with a custom in-game version within the hit videogame Fortnite.
In doing so ITV has become the first UK broadcaster to harness Fortnite Creative, a version of the wildly popular game that enables players to create, design and publish customized environments.
Reaching out beyond its broadcast confines, the action-packed format challenges contestants to perform a variety of gruelling mental and physical challenges, with the added twist of a fall into ‘The Void’ if they fail – a 520,000-liter basin of water lying in wait on the arena floor below.
As well as being able to view hapless contestants receive a dunking on the small screen, audiences will be able to experience the set and challenges for themselves in-game, adding an extra layer of interactivity to the passive gameshow format.
Working in partnership with 3D Lab, the digital counterpart of The Void is the first of many such game worlds that will be created by the broadcaster as it seeks to build a network of creators on different platforms around its programming.
Dan Colton, ITV group strategy and transformation director, said: “The Void is a really innovative new Saturday night show that fits perfectly with this style of gameplay. The metaverse is a huge opportunity for ITV both from a consumer and advertiser perspective, and this is the first step of how we can best make use of our IP in these spaces.”
The Void airs on Saturdays at 8pm on ITV and is hosted by Ashley Banjo and Fleur East, while The Void Fortnite experience can be accessed by entering the code 7373-1875-6620 in the Discover tab of Fortnite Creative.
Last month O2 recreated its iconic Greenwich arena within Fortnite to give audiences a chance to experience the venue in a different medium.