Studio Dragon to promote its dramas in The SandBox

Avatars of executives from Studio Dragon and The SandBox take part in a signing ceremony in The Sandbox metaverse. [STUDIO DRAGON]

Studio Dragon signed an agreement with The SandBox metaverse to promote its dramas in the virtual world, the company said Tuesday.

The SandBox is a metaverse game launched in 2012 where players can build their own worlds and trade diverse items with each other using Ethereum blockchain technology.

The Korean production company has been given virtual real estate, called LAND, within The SandBox platform where it will establish a promotion zone to display and market its dramas to the global audience.

Game characters, costumes and other in-game accessory items will be created based on the dramas produced by Studio Dragon. The company will also hold press conferences on the platform and collaborate with other brands signed with The SandBox in the future, the company said.

“We hope this becomes an opportunity for people all over the world who love Korean dramas to enjoy our content more actively and freely,” said Ryu Bong-ryul, director of content intellectual property (IP) department of Studio Dragon.

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]