TBA Group, the global experiential events agency, has partnered with, Virtual Brand Group (VBG), a global Metaverse specialist, to launch global brands in the Metaverse.

The partnership launches with TBA and VBG co-hosting an exclusive event in April for select brand clients.

Brands are racing to figure out their virtual strategies and understand and navigate Metaverse technologies, communities and revenue opportunities that are rapidly evolving.

This new partnership with VBG will allow TBA Group, which is comprised of which consists of TBA plc, Top Banana, Velocity, VHE, Zest, LGA, and Optimum, to “push boundaries of creativity with a full-service offering for brands to capitalise on this once in a generation growth opportunity”.

VBG transforms brands by building and operating their Metaverse business and communities, as well as all web 3.0 technologies, from social gaming to blockchain, to NFTs and beyond.

The two companies will collaborate on placing TBA’s clients across music, sports and entertainment into the Metaverse. The partnership aims to offer the world’s first end-to-end “phygital” (physical to digital) experiential platform that delivers a seamless journey for consumers and brands that happen simultaneously.

Guy Horner, CEO of TBA Group, commented: “We are always seeking innovative ways to enhance the experiences that we create for our clients and their customers. Due to the impacts of COVID, interaction in the virtual world has accelerated offering brands the opportunity to co-exist, and co-create, in the virtual and physical world. It unlocks the opportunity for consumers to interact with products and experiences in a creative way that does not exist in a physical world. We are very excited about this opportunity with VBG and are already working with clients to put them in the Metaverse, creating more immersive engaging experiences with greater scale and reach.”

David Coulthard (pictured), co-founder of Velocity, part of TBA Group, said: “Our business is about creating experiences for our partners and it’s a logical next step for us to put brands into the Metaverse. There is huge appetite right now to exploit  Metaverse opportunities as it expands the audience as well as extending the experience beyond a physical event.”

Justin Hochberg, CEO of VBG, added: “No matter what type of brand, no matter what sector, all consumer-facing brands need to seize this opportunity to experience first-hand the biggest shift in a generation to leapfrog its competitors. Put another way, 47 per cent of Gen Z say they’ll discover brands through the Metaverse. TBA and VBG have the tools to make that happen.”