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MContent, Concept Street prep “Game of Love: Dating in the Metaverse”

Dubai-headquartered MContent, which bills itself as the world’s first tokenized content production, exhibition and distribution system, is teaming with MGM-owned Dutch prodco Concept Street for a dating format that is ...
June 7, 2022

Dubai-headquartered MContent, which bills itself as the world’s first tokenized content production, exhibition and distribution system, is teaming with MGM-owned Dutch prodco Concept Street for a dating format that is intended to bridge real-world unscripted content with the virtual capabilities of the Metaverse.

In Game of Love: Dating in the Metaverse, singles meet and get to know each other digitally through their own avatars in the virtual world. Participants, comprised of a main character and three different singles, will enter the game through their own hotel suites and collaborate on challenges in virtual blind dates. Eventually, the main character needs to choose one of the singles as a match, and both participants will reveal themselves in real life.

The project is currently in production and will debut on MContent’s web and app platform as well as in MContent’s Cineverse, a virtual theater in the Metaverse, later this year. The format is available for international licensing.

“Conventional dating apps are becoming less popular with Gen Zers, who find socializing in gaming communities more appealing. Game of Love is a show for them,” said Umair Masoom, MContent’s chief executive officer and founder. “The Metaverse, by its own decentralized design, is highly inclusive, so this show will include every gender, race and orientation, and the avatars will be the great equalizers, protecting against first physical impressions. It’s a first-of-its-kind format that can very easily be adapted to any market.”

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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