Airtel Unveils India’s First Multiplex in the Metaverse
India's telecom giant Airtel is following in the footsteps of MTN to establish a presence in the Metaverse. Bharti Airtel has launched India's first multiplex on the Partynite Metaverse platform as an extension of its Xsteam Premium offering.
Airtel's Xsteam Premium is an aggregation-based streaming service it collects content from 15 Indian and global video OTT players on a single app, giving customers access to over 10,500 movies, shows, and live channels Within 100 days of its launch the service reached a milestone of 2 million subscribers.
The Xtream multiplex will feature a 20-screen platform that will allow users to access content portfolios of Airtel's OTT partners available on the app. it will support the sampling of original languages or the first episode of an OTT original Viewers will also be able to gain full access by subscribing.
Shashwat Sharma, Director – Of marketing at Airtel, said:
“Airtel’s Xstream multiplex provides a larger-than-life experience, which brings together Web 3.0 apps and immersive storytelling, and an assortment of content from our partners. We all know people’s love for movies and entertainment in India. Through the metaverse, we are looking to tap into a larger audience, giving content enthusiasts an opportunity to sample Airtel’s Xstream Premium offering and, thus, aiding in driving higher adoption.”
The Metaverse idea was conceived by Essence, Airtel's integrated media agency, and developed by the blockchain-based digital parallel universe company Gamitronics, Commenting on the deal, Rajai Ojha the founder of Partynite said:
“We are delighted to partner with Airtel and bring alive India’s first multiplex in the metaverse. Airtel Xstream Premium’s multiplex experience is one of the most scalable use case scenarios for the metaverse. Future opportunities here include movies, music, live events and premium sports streaming. Apart from the robust scope, it will also allow social engagement, open up newer methods of content delivery and, of course, provide an immersive experience at the core of it.”