The O2 arena has been digitally recreated within online video game Fortnite as part of a new interactive music experience.
The venture is being run by the London venue’s naming rights partner, telecommunications company O2, alongside Epic Games, the developer of Fortnite, and record label Island Records. The latter represents Leicester band ‘easy life’, who are set to perform an online gig in the recreation of The O2.
The digital version of The O2 is available this week through the Fortnite Creative arm of the video game. Easy life will perform tomorrow (Thursday), with the band and Fortnite having also created a new, in-game-only lobby track that anyone can listen to within Fortnite after attending the experience.
The experience has been generated by a team of Fortnite creators – KKslider, DolphinDom and Team Cre8. From the outside, The O2 is instantly recognisable, but Fortnite users are also offered several gameplay additions inside the virtual venue, including exploring a vast new space packed with hidden rooms, backstage areas and the O2 Blueroom, where they can complete challenges to unlock exclusive in-game rewards.
The interactive music experience itself will be more than just a gig, with the band’s music and lyrics influencing the world around players during the performance. During the show, attendees will be transported to six unique areas, each inspired by a different track from easy life’s debut album ‘life’s a beach’.
Following Thursday’s show, the gig will be available through to the end of this week in Fortnite, with the full performance posted exclusively to easy life’s YouTube channel from June 28.
Simon Valcarcel, head of brand and consumer marcomms at O2, said: “O2 has a rich heritage in music and we’re committed to providing music fans with unique experiences so it’s only fitting that we’re bringing the world’s most popular entertainment venue into the world’s biggest game.
“We know how much everyone – us included – has missed going to gigs so we’re excited to bring the UK’s hottest up-and-coming band to music fans globally through Fortnite Creative.”