ITV Studios teams with XR Stories to launch Emmerdale metaverse experiences

ITV Studios is launching a metaverse project with The Screen Industries Growth Network and the York University-based XR Stories team.

Launching in March 2023, ‘Extending Emmerdale’ will see the development of two new projects using the programme’s IP to create experimental prototypes in the metaverse. This will include building an interactive world ‘to enhance the audience experience with cutting edge immersive technology’.

“We’re all aware that the nature of our industry is changing rapidly, as is how people are watching and consuming content,” said Emmerdale’s Head of Production, Nader Mabadi.

“Working with the team at XR stories to explore the extension of Emmerdale into the metaverse is a really exciting project. Developing the ability to take our beautiful village into that world is the perfect example of bringing one of the UK’s most loved programmes into a new and vibrant ‘universe’, giving us unending opportunities to expand and create hybrid content for our audience.”

John Rose-Adams, Creative Producer at XR Stories, added: “The booming experience economy, increasing capability of mobile devices, and rise of screen tourism all signal a great time to explore what more can be created with Emmerdale IP.

“XR Stories and SIGN are best placed to support the development of new interactive and immersive content with our track-record in driving collaboration between traditional production and media organisations, and delivering ground-breaking innovation in storytelling.”