The regional government of Castilla-La Mancha has a new goal: “to promote autonomous community by creating interactive experiences in metadata.” It’s especially difficult considering that the term “metaverse” is something that has been squashed, buried, and forgotten after the advent of generative AI. Previously, everyone wanted to invest in metadata. Now everyone wants to use and invest in artificial intelligence. Changing world.

In any case, Castilla-La Mancha wants to be there and has awarded the Rebold Marketing agency 265,000 euros to carry out the plan. Where? In ‘Fortnite’.

plan. As detailed in a press release by the Government of Castile-La Mancha, accompanied by the image below these lines, the community “supported a technological project to promote the heritage and culture of the region from one of the most popular video game platforms in the world.” through challenges and mini-games “. For this, they chose ‘Fortnite’, a video game that everyone already knows and has experience of being an advertising platform.

Promotional image of the Castilla-La Mancha metadata series | Image: Government of Castile-La Mancha

What will they do? The contract involves “the creation of a series of game elements representing places, characters, products or other types of concepts related to Castilla-La Mancha on this platform.” In addition, “coupons or gifts, etc. will be created within the framework of multimedia materials to promote the region as a tourist destination on social networks.” In short, everything indicates that the result of this promotion will be an improved island in “Creative Mode”.

In this mode, anyone can use ‘Fortnite’ creation tools to develop an in-game experience that everyone can use. For example, a user can create a “floor is lava” minigame, a “Game of Thrones” musical, or a maze with puzzles and parkour. ‘Fortnite’ assets can be used, but it is also possible to import assets developed by third parties.

Oh yes, Albacete | Image: Epic Games

What should happen? First of all, there will be a phase in which the content of the game, characters and “other elements related to tourism promotion” will be defined. Experiences will then be developed in the second phase, which will include “the implementation of interactive scenarios alongside at least three mini-games and three characters representing the region.”

We can think of a representation of Toledo’s Alcázar or La Mancha’s Belmonte Castle, with its windmills that evoke Don Quixote, the ever-masterful gentleman of La Mancha, or an interactive visit to the El Greco museum, a recreation area similar to the Plaza Mayor. Almagro… The problem is that this situation can turn out very well or very badly, we will see.

A metaverse watchman watches the banks of the Tagus River from the Toledo Infantry Academy | Image: Epic Games

This is not the first time. Like hell. While it is true that no Spanish autonomous community has attempted to create an island in ‘Fortnite’, the truth is that Navarra and the Valencian Community have already launched relevant projects. For example, Navarra launched its offer on the Spatial platform in 2022 and today, two and a half years later, it has received 2,900 visits and 52 likes. Nobody uses this metadata. Even the consultant’s photo hasn’t been updated, even though he’s no longer the same person.

Fortnite and advertising. What started as a shooting and construction game has become a showcase for brands. Thanks to its cosmetics and themed modes, ‘Fortnite’ has managed to become a platform where companies such as Disney, LEGO or Nike can showcase their products and announce their launches. Not to mention the concerts of names like Marshmello and Travis Scott.

Epic Games allows commercial content in creative mode on developed islands as long as a number of requirements are met. One of these is that calls to action that invite people out of the game are not allowed. For example, “Visit Castilla-La Mancha!” A sign that says. I was going to break these rules.

Cover image | Government of Castile-La Mancha, Pixabay

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