CJ ENM partners with The Sandbox

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CJ ENM partners with The Sandbox

CJ ENM signed an agreement with The Sandbox to promote its television programs in the virtual world, the entertainment company said Monday.
The Sandbox was released as a 3-D game in 2012 and relaunched as a metaverse game in 2021. Players build their own worlds and trade items with each other using Ethereum blockchain technology.
CJ ENM will be given virtual real estate called LAND within The Sandbox, where it will set up a virtual K-content exhibition space. CJ ENM’s television and streaming content will be shown and the interactions taking place within The Sandbox could be turned into video content in the future, according to the company.
“We will carry out various metaverse-related projects starting with our partnership with The Sandbox,” said Kim Sang-yeop, head of Content R&D Center at CJ ENM. “We will provide a new level of experience where users get to make their own content as the creators.”
CJ ENM’s subsidiary Studio Dragon partnered with The Sandbox in May for a similar project.
Studio Dragon was given a LAND slot where it established a promotion zone to market its dramas. Game characters, costumes and other in-game accessory items have been created based on the dramas produced by Studio Dragon.

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