Paris Hilton launches Slivingland metaverse experience on Roblox

Paris Hilton‘s 11:11 Media is launching a metaverse experience with the debut of Slivingland in Roblox.

The creators hope that Hilton’s spectacular following — 70 million followers on social media — will benefit from the leisure hub in Roblox’s digital world. She’s residing as much as the nickname that CNN gave her because the “queen of the metaverse.”

Slivingland is a time period coined by Hilton in 2019 that mixes “slaying” and “living your best life.” It’s goal is to be an attractive experience on the Roblox platform the place followers can collect to take pleasure in a variety of leisure content material from Hilton and 11:11 Media, together with new music, podcasts, TV exhibits, movies, and collaborations with thrilling manufacturers.

The launch of Slivingland marks Hilton’s efforts to bridge the hole between Gen Z, the metaverse, and types, offering a novel platform for strategic model activations.

“I couldn’t be more excited about my newest collaboration with Roblox,” Hilton mentioned in a press release. “Slivingland is all about bringing my fans together from around the world to engage in a world of fun, fashion, and friendship. It’s a place where we can connect, create, and live together, making unforgettable memories in a whole new virtual universe.”

Cynthia Miller, 11:11 media’s director of Web3 and the metaverse, mentioned in an interview with GamesBeat that the crew of 20 individuals designed Slivingland to be an immersive experience that embodies creativity, leisure, and collaboration.

“Paris Hilton was one of the first celebrities on Roblox back in 2021, well before others were thinking about Roblox and the metaverse, and she has always been a pioneer and a futurist in that sense,” Miller mentioned. “When we thought about the importance of gaming and new platforms and virtual worlds, and particularly Roblox as a strategic pillar, we knew that this was an area that we were really excited about. And Paris personally was really excited about.”

To kick off the launch of Slivingland, Hilton will host a metaverse live performance on August 25, showcasing her expertise as a DJ and blurring the boundaries between the actual world and the digital realm.

“Paris is a really interesting person in real life and as an avatar,” Miller mentioned. “Paris has been playing with digital avatars and collectibles for absolutely ages. This is where people really underestimate her. She’s always thought of herself as someone who sees into the future and who looks around corners. Showing up in Roblox is an expression of how we’re exploring our digital identities in new worlds.”

Hilton is exploring methods to get in higher contact with followers within the digital life.

“It’s about creating these moments of joy, imagination, fun, surrealism and futurism,” Miller mentioned. “We want to balance the fact that it’s a game with an entertainment experience.”

In addition to the live performance, Slivingland gives a spread of options and actions for customers of all ages. From holograms and a vibrant nightclub to a music mini-game and lovely pet sidekicks, gamers can discover the digital world and uncover its hidden treasures and easter eggs. The experience additionally features a Community Game Night hosted by Hilton herself on August eleventh, the place followers can be a part of collectively to play the sport stay in her Discord neighborhood.

The core experience

The core loop of the sport is like The Sims, the place avatars run all over the world exploring totally different areas, amassing pictures, and doing Paris-like issues like having fun with trend and pets. There’s a mini rhythm recreation. If you get to the highest of the leaderboard within the recreation, you’ll be able to unlock perks.

“It’s about connecting that loop between the Roblox experience, her life as a celeb, her merchandise, manufacturers again into the sport. I believe that’s that’s one of many issues we’re actually enthusiastic about innovating and leaning extra into.

11:11 Media will promote the hub on social media, together with a promo code advert with Taco Bell. In the Roblox experience, Hilton will present movies and audio occasions. In the podcast lounge, you’ll be able to take heed to episodes from Hilton’s The World’s Greatest Nightclubs, a brand new podcast sequence. There are TV screens, billboards and holograms. There are music movies and extra.

To have a good time the launch of Slivingland, Hilton will launch ten limited-edition digital trend items impressed by the enduring Y2K type. These trend objects, together with equipment like pink headphones and choker necklaces, in addition to the glowing pink Sliving Suit, will probably be out there within the experience over an eight-week interval, ranging from the start of August.

Sawhorse Interactive constructed the experience for 11:11 Media. Sawhorse has beforehand created metaverse experiences for famend names similar to Elton John, Karlie Kloss, Alo Yoga, and Tommy Hilfiger. Slivingland goals to move customers right into a futuristic, imaginative, and eccentric metropolis that captures the essence of Paris Hilton and the #sliving life-style.

“We’ve been working with Sawhorse interactive, which is just an amazing partner in building out this virtual world for her fans,” Miller mentioned. “We’ve actually been occupied with it as a metaverse leisure hub. So Paris, and 11:11 actually need to lead into music and TV and movies and branded partnerships and collaborations inside this house.

“We’ve got a whole program of fun content and collaborations coming up that we’re excited to bring to life,” Miller mentioned.

Hilton has achieved metaverse collaborations earlier than in Decentraland and The Sandbox, and in that approach she is metaverse agnostic. But Miller mentioned Slivingland is among the important launches of the 12 months for Hilton.

While Hilton is a giant believer in Web3, Roblox hasn’t embraced blockchain. So there gained’t be Web3 experiences in Slivingland. But Roblox has embraced digital possession in its personal approach, Miller mentioned.

Slivingland builds upon what Hilton and 11:11 Media have already achieved within the metaverse. The firm has collaborated with manufacturers together with L’Oreal’s Urban Decay, to create immersive experiences that interact thousands and thousands of customers.

The launch of Slivingland marks one other milestone in Hilton’s mission to create unforgettable moments and redefine engagement between manufacturers and their audiences. Among the notable companions for Slivingland are Hilton Hotels, Klarna, NBC, iHeart Media, and Taco Bell.

11:11 Media is a worldwide, next-gen leisure firm cofounded by Paris Hilton and Bruce Gersh in 2021. The firm encompasses movie, TV, audio, music, books, client merchandise, digital, and Web3. With a spotlight on life-style, trend, magnificence, wellness, artwork, and journey, 11:11 Media goals to raise manufacturers, construct communities, and drive social impression by way of the ability of storytelling, experiences, and merchandise.

The queen of the metaverse?

As for the “queen of the metaverse” label, Miller mentioned, “It’s a title [Hilton] has gladly accepted and a crown she proudly wears. She’s been in this space for a long time. She’s always been very interested in Web3 and the metaverse and NFTs.”

Miller acknowledged the “metaverse” phrase is “incredibly buzzy.” But she added, “It’s one of those that was never properly understood in the first place. It’s such a convoluted term that kind of means nothing anymore. But look at the growth of Roblox 66 million daily active users. Look at the growth of gaming. Look at how many are in Fortnite and the rise of hypercasual gaming and mobile gamers. And the fact that brands at an increasing clip are looking at virtual worlds and game ecosystems as being the next frontier where they bring their brands. That, to me, shows no signs of slowing down.”

She added, “I know you know gaming is bigger than movies and music combined as an industry. It’s a behemoth. The way that Paris is thinking about it, and she has been for a long time, is that she’s metaverse agnostic. She’s interested in technologies. She’s interested in the ethos that drives towards creativity in the creator economy. There’s something here that’s undeniable, and brands are moving into this space and creators are excited about this space.”

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