MTN: MTN Group to host Africa’s first virtual concert in the metaverse

MTN Group has announced that the network will host an Africa-first virtual concert on 30 November 2022 in Ubuntuland, Africa’s metaverse. In February this year, MTN Group became the first African company to purchase land in Ubuntuland with a vision to create dedicated environments for creating unique immersive experiences for its customers.

“The MTN Group’s presence in the African metaverse will be known as altMTN. altMTN allows us to further support our ambition to lead digital platforms and support African innovation, and will, over time feature live events, shopping, gaming and learning,” says Bernice Samuels, Executive: Group Marketing at MTN Group. “To welcome everyone to altMTN we will leverage our partnership with The Mic: Africa, to host Africa’s first virtual music concert in the metaverse to drive awareness and adoption of this new space”.

Analysis Group estimates that the Metaverse could contribute $40 billion to Sub-Saharan Africa’s GDP by 2031. The Metaverse will provide African brands with significant opportunities to tell unique stories in engaging ways.

“Many people still see the virtual worlds and environments as confusing and inaccessible, and so we are very proud to bring the altMTN experience to market in a way that can be accessed via mobile, tablet, PC or VR handset” Samuels says. “For our launch event, we will be running a competition with our customers, giving them a chance to win exclusive tickets to the concert. We believe that by tapping into a key passion on the continent, namely music, we can actively draw our customers into the environment to not only experience it first-hand, but also to help us to improve altMTN as this developing technology increasingly interconnects and matures, to unlock the full benefits for our customers.”

“The metaverse holds a wide array of opportunities to further enhance and showcase African innovation and are excited to be pioneers of this journey on the continent,” concluded Samuels.