WPP has partnered with interactive entertainment company Epic Games to deliver digital experiences for customer brands in their metadata.

WPP will work with Epic Games to learn how to create next-generation interactive experiences using Unreal Engine, a 3D rendering tool used across industries.

The partnership came shortly after the launch of The Metaverse Foundry, a new project involving more than 700 creative teams.Through this new training program, WPP creatives and technologists will be empowered to create new experiences and build creative worlds for brands in online games. At the same time, they will be trained on how to create brand experiences in Fortnite using the Unreal Engine.

According to Matthew Henick, vice president of metaverse development at Epic Games, this partnership supports the mission to educate brands and creatives who want to be active in gaming and metaverse. WPP believes there is a great opportunity for brands and creatives to tap into the unlimited creative potential of the virtual world.

The secret to success in the Metaverse lies not only in creative excellence, but also in production capabilities, solid strategies for driving digital experiences, and expert knowledge. This led WPP to invest in the tools and talent needed to succeed in the Metaverse. That's where the partnership came from.