Indian unit of Disney to roll out Starverse

Indian unit of Disney to roll out Starverse
Indian unit of Disney to roll out Starverse

The proof of concept for the Starverse was rolled out last year during the Asia Cup and the ICC T20 World Cup

After months of testing the proof of concept, Disney Star is all set to officially roll out its metaverse platform Starverse, a top company official has said.

Starverse’s launch coincides with the Indian Premier League’s (IPL) 2023 season.

While watching live sports is massive, the metaverse platform will enable Disney Star, the India unit of American media giant Walt Disney Company, to enhance its digital experience for sports fans as the second-screen engagement.

“Our metaverse is called the Starverse and the first iteration of this is an immersive 3D ecosystem for the sports fan. The sports genre organically lends itself to a multi-platform, multi-modal and communal experience,” Disney Star Head of Sports Sanjog Gupta said. He added that the proof of concept for the Starverse was rolled out last year during the Asia Cup and the ICC T20 World Cup.

“This will be the first time we will allow users at scale to enter the Starverse. We wanted to roll out the final version after testing features and understanding user behaviour in a 3D ecosystem,” said Gupta.

The platform will be available on the mobile web to keep the user funnel as wide as possible. “The problem with an app is that the experience will be restricted to those fans who have downloaded it,” Gupta said.

The metaverse, touted as the big innovation in the tech industry, is an open-source platform that is decentralised and interoperable. It allows real-time user interaction in an always-on virtual environment.

The key differentiator between Starverse and other metaverse initiatives in India thus far is that it will provide an always-on experience. “This is going to be an always-on experience for fans, with new features being added all through the year,” Gupta said.

Disney Star is working with multiple agencies to develop the Starverse, said Gupta, and “three different agencies are working on the tech backend, 3D models & environments, and gamification of the experience”.

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