Adult Swim preps virtual reality offering

DetailsMichelle Clancy | 27 May 2015

Turner cable network Adult Swim has partnered with WEVR on a virtual reality product dubbed the Virtual Brainload, which promises to take "viewers on a visual and sonic trip through outer space".

Adult SwimThe Virtual Brainload for Adult Swim is available as a free app on Google Play and ready for launch with the Google Cardboard headset, which must be purchased separately.

This is Turner Broadcasting's first foray into the virtual reality sector, and it expects it to provide opportunities for creative development, programming and advertising. Virtual Brainload is the beginning of a broader expansion into the arena, with plans for deeper, custom-created content to roll out later in 2015 and beyond.

"We know our audiences are early adopters and we aim to surprise them with new experiences like this," said Jill King, senior vice president of consumer and partnership marketing at Cartoon Network, Adult Swim and Boomerang. "As we develop immersive content for our fans, we will keep our advertising partners front-of-mind and seek out opportunities to extend their brand into these experiences."

The Virtual Brainload will join Adult Swim's slate of mobile offerings, which has had 77 million total downloads, and including the popular Robot Unicorn Attack 2 game.