IHeartMedia Launches IHeartLand Metaverse Hub in Fortnite

This week, iHeartMedia launched iHeartLand, a space dedicated to music and gaming in the virtual online game Fortnite developed by Epic Games.

The Metaverse destination was built using Fortnite’s creative toolkit with help from the game development team at Atlas Creative. Fortnite players will be able to visit iHeartLand to play mini-games and participate in exclusive meetings with artists.


Interact with the public. “Our goal is to meet audiences where they are – to deliver innovative and incredible programming to constantly challenge ourselves to take entertainment to the next level,” said Conal Byrne, CEO of iHeartMedia Digital Audio Group, in a company statement. “From interactive performances and intimate stories to immersive, platform-based gameplay – this new world allows us to expand the reach of today’s biggest creators, artists and personalities in groundbreaking ways, and is an important next step for iHeartMedia in expanding our engagement with our users.

Read next: How the Gaming Universe Prepares Marketers for the Metaverse

Metaverse Live Events. iHeartLand will be the virtual venue for 20 events, including a first-ever Metaverse concert by GRAMMY-nominated artist Charlie Puth on September 9.

This concert and other events will take place in the virtual arena at State Farm Park, where the insurance company acquired the naming rights in June.

Mini games. Fortnite players visiting iHeartLand will also have the opportunity to play mini-games and earn gold, the in-game currency. Players will be able to compete in these mini-games and unlock other experiences related to the music.

Minigames include “Speed​​​​ of Sound”, a car racing game around a trademark heart-shaped track, and a cloud-based obstacle course game called “Leap of Faith”.

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Why we care. Although Epic Games is tight-lipped about the number of current users, Fortnite is hugely popular and expanding its reach through mobile and free versions. This underscores iHeartMedia’s mission to “meet audiences where they are.”

For Fortnite players who don’t immediately head to iHeartLand to play mini-games, they may be pushed to see a virtual performance by a headliner like Charlie Puth. Maybe even some of Charlie Puth’s 44 million monthly listeners on Spotify who aren’t already playing Fortnite will dive into iHeartLand and watch. As they say in the Metaverse, it’s still in its infancy. But metaverse activations aren’t just about reaching specific gaming audiences, they’re about a new generation of cross-promotion.

State Agricultural Park at iHeartLand. Image: iHeart Media

About the author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor and provided original analysis of the changing technological landscape in marketing. He interviewed leaders in technology and politics, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers and Vivek Kundra, appointed by Barack Obama as the nation’s first federal CIO. He is particularly interested in how emerging technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “Theatre of Innovation” at Fintech Inn, Vilnius. In addition to his marketing-focused reporting in industries such as Robotics Trends, Modern Brewery Age, and AdNation News, Wood has also written for KIRKUS and contributes fiction, criticism, and poetry to several book blogs. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.

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