Taking another step to stake out a position in the metaverse, iHeartMedia has partnered with gaming community and content platform Super League Gaming to offer advertising in virtual games and experiences.

Under the deal, iHeart’s North American sales force will make Super League Gaming’s ad inventory and influencer network available to brands looking to gain entry to the metaverse. The companies will also work to develop and roll out iHeartLand, a virtual world for music fans across metaverse platforms.

They will also collaborate on the distribution of Super League’s immersive new 3D and NPC (non-player character) ad units.

Super League will provide its knowledge on open metaverse gaming platforms such as Roblox and Minecraft, including exclusive analytics to help guide market plans and sales strategies for iHeartMedia advertising clients.

Super League’s platform is deployed within more than 150 curated, brand-safe games in Roblox that reach more than 70 million monthly active players.

iHeartMedia sellers will have full access to Super League’s metaverse ad inventory and products that are brand friendly and kidSafe certified.

Under terms of the agreement, creators and developers working with Super League will continue to have full control over the ads that appear in the environments they have built and grown, with iHeartMedia working to ramp up their monetization opportunities at an accelerated pace.