trooVRS Launches as the First Editorial Platform Built for the Metaverse at Cannes Lions 2022 The platform will utilize the metaverse to deliver content and experiences focused on self care and improvement for modern and diverse male audiences
MIAMI
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June 20, 2022 09:02 AM Eastern Daylight Time
Troo Media, the creators of media platforms for the metaverse, today launched trooVRS, the first fully virtual and immersive editorial platform designed for the metaverse dedicated to reimagining men’s editorial, at Cannes Lions. Through immersive, VR-powered environments, trooVRS will deliver high quality editorial content and experiences in written, video, and audio-based formats that will empower male audiences across generations, race, nationalities, sexual orientation, and more with the tools and practical knowledge to positively impact their well-being.
The trooVRS platform is built around the concept of “solutions journalism”, which is focused on curating content designed to provide practical knowledge and offer solutions, and elevate the quality of life of readers. On the platform, this content will target the interests and needs of men from all backgrounds by focusing on core subject matter like relationships, work, physical and mental health. The launch of trooVRS coincides with Men’s Health Month to reinforce the company’s commitment to serve as a constant voice of awareness for men’s health and encourage positive living choices. trooVRS will recruit writers and content creators from across the globe that represent a diverse set of ethnicities, nationalities, and perspectives in order to deliver a comprehensive experience for men of all backgrounds.
This immersive editorial content is delivered through high-quality pixel streaming 3D “virtual worlds” which offer readers a safe space to discuss topics and build communities. The first virtual world, a remote, Scandinavian-inspired home built directly into a mountainside, is accessible today for brands and agencies to begin ideating customized experiences and activations on the platform. In addition to its core editorial offerings, trooVRS will also deliver curated NFT offerings across its environments with male audiences that support the editorial’s initiative of fostering self-care and community.
trooVRS was conceptualized by Adrian Whant, a digital media and advertising veteran who has held leadership positions at companies like NBCUniversal, Univision, ABS-CBN, and digital startups, and Lisa Cavalli, the creator of influential digital Latina-focused publications HipLatina and BELatina. The two saw an opportunity to revitalize the stagnant men’s editorial space by capitalizing on the rapid expansion of metaverse-based solutions and the need for more modern and nuanced content that breaks down the dated stereotypes of masculinity.
“While new media companies are emerging to connect with an increasingly diverse spectrum of audiences, we have seen very little in terms of platforms that reflect the modern values and ideals of men, which now cover a vast range of identities, interests and aspirations. The metaverse presents us with an opportunity to deliver content in a more immersive, intimate and effective environment, and its inherent decentralization will allow for the amplification of and participation from audiences that have been historically shut out in traditional media formats. With this in mind, we’re excited to introduce trooVRS as the new way for men to validate their own experiences and focus on self-improvement,” says Adrian Whant, Founder and CEO of Troo Media.
The trooVRS platform also offers brands the opportunity to deliver highly curated and branded metaverse experiences to connect more deeply with male audiences. The virtual worlds are purpose-built with several environments where brands can hold activations such as presentations, tutorials and demos in relevant environments such as stages, kitchens, gyms, showrooms and more. They will also be able to offer exclusive real and virtual goods and services, including NFTs powered by blockchain technology. trooVRS is already in advanced discussions with leading brands to conceptualize initial activations on the platform.
“It has been my long held belief, through direct experience, that culturally hyper-relevant content is the future of publishing success, for both media companies and brands. With trooVRS, our goal is to take the concept of solutions-driven journalism and disseminate it through new and exciting ways to create more enriching and fulfilling experiences and pave the way forward in the metaverse-driven era,” says Lisa Cavalli, Chief Operating Officer and Co-Founder of Troo Media.
The virtual worlds on the trooVRS platform are designed by SPINE, an award-winning interactive media and 3D visualization studio. In collaboration with the trooVRS team, SPINE focused on constructing highly detailed, photo-realistic environments that set the platform apart from the standard gamified experiences with most current metaverse solutions.
“I’m very excited to be working with Troo Media to bring their vision to life and to be building something that is both meaningful and forward-thinking. trooVRS is headed in the direction of where I see digital media evolving towards and I’m looking forward to pushing the platform to its highest potential,” says Kevin Smith, Founder and CEO of SPINE.
trooVRS launches at Cannes with one virtual world already live and with an additional 5 nearing completion. The company is focused on building out its editorial roster, activating brands on the platform and continuing to build out the technology infrastructure. Troo Media will also be focused on building strategic partnerships in the coming months to bolster the growth and development of the platform.
To learn more about trooVRS, please visit: https://troovrs.io/.
About Troo Media
Founded in 2022, TrooMedia is a purpose-built platform that serves as the foundation for trooVRS, an immersive media platform for users to engage with non-stereotypical men's lifestyle content across virtual editorial environments, shared experiences and worlds. TrooMedia was born out of the desire to create solution-driven storytelling that provides practical knowledge to readers, elevates the voices of global creators, and, most importantly, builds content that positively impacts people's lives. TrooMedia, with its partner SPINE 3D, builds virtual worlds in the metaverse designed to deliver cutting edge immersive and collaborative possibilities that deliver highly curated experiences between brands and consumers. The company is led by media, technology, and publishing leaders and is a proud minority, LGBTQ+, and women-owned digital media company.
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North 6th Agency for Troo Media
Kevin Pryor
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