Unity partners with Insomniac Events

The beat don’t stop in the metaverse: Unity Technologies has struck a deal with Insomniac Entertainment, the EDM arm of Live Nation, to build a persistent metaverse world for electronic music fans.

Unity has announced a partnership with live music experience creators, Insomniac Events

Insomniac Events, a live music experience developer, has announced a partnership with Unity, one of the world’s top systems for producing and running interactive, real-time 3D content.

The collaboration will look into how to bring music and the metaverse closer together. The collaboration, which will be officially announced this weekend at SXSW, is part of Unity’s ambition to employ gaming engine technology for live events in sports and music.

Peter Moore, Unity’s SVP and GM of live sports and entertainment, told Protocol that the objective was to provide Insomniac events to “tens, if not hundreds of millions” of people across the world who would otherwise be unable to attend festivals like EDC.

Moore didn’t say much about the project, but he did say that the objective was to create a lean-forward experience on a standalone platform. “They have millions of fans themselves,” he remarked, referring to prominent EDM acts like Skrillex and DJ Tiesto. They don’t appear to desire to be absorbed into the Meta-metaverse, in my opinion. They seem to want to make their own universe.”

Unity previously announced a partnership with the UFC

Unity previously announced a cooperation with the UFC to use real-time technology to improve sports broadcasts. When asked what other types of live entertainment the firm was considering, Moore stated that for the time being, Unity will stick on sports and music.

He did, however, imply that the same technology might theoretically be utilized to improve Broadway plays and allow audience members from all over the world to practically be on stage during a performance of “Hamilton.” Moore stated, “The technique lends itself to all types of live entertainment.”


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