The Sandbox is hoping to build on its previous releases with ITV Studios and Virtual Brand Group by bringing Love Island and I'm a Celebrity…Get Me Out of Here! to its platform through the newly launched reality television neighborhood ShowCity.

The neighborhood offers valuable proximity to some of the biggest names in the entertainment industry and will feature all four ITV and The Sandbox collaborations: The Voice, Hell's Kitchen, I’m a Celebrity…Get Me Out of Here! and Love Island. ShowCity features 324 plots of LAND, including 28 Premium LANDs, which are on sale until today. 

“We’re thrilled to see ITV Studios bring more of their shows into The Sandbox, marking yet another evolution in entertainment,” Sebastien Borget, chief operations officer and co-founder of The Sandbox, said. “ShowCity offers an exciting opportunity for fans to connect with their favorite celebrities and TV stars in an entirely new way within our community.”

All fans who join the ShowCity community by purchasing LAND during the sale will receive exclusive digital and physical benefits, such as a ShowCity hat. Premium LAND owners will also receive a matching sweatshirt and will earn a virtual asset pack themed around reality television show production and the four shows comprising the ShowCity neighborhood.

Whether the digital and physical activations help drive increased LAND ownership or increased traffic to The Sandbox remains to be seen.

The Sandbox is attempting to become more immersed in a different sector of entertainment by merging blockchain tech with traditional web2 reality television shows by betting on the worldwide popularity of the genre.

“I look forward to seeing how our creators will transform the neighborhood into a hub of creativity, competition and entertainment within The Sandbox," Borget said.