The American telecommunications company AT&T is partnering with lifestyle and gaming brand 100 Thieves for creating a virtual reality space focused on socialization.

Called the “AT&T Station,” it is a spaceship-like area within the social VR platform VRChat with a movie theater featuring HBO Max titles, games like trivia, billiards, and hide-and-seek, along with a full-scale clothing store selling 100 thieves merchandise. The experience is compatible with both VR headsets and desktops.

“It’s a really amazing, groundbreaking new experience that puts AT&T at the center of gaming and technology and culture,” stated Sabina Ahmed, AT&T’s assistant VP of sponsorships and experiential. “We really wanted to find a platform that gives us a good number of available users and fans that are already engaging in that space and then obviously find ways to make sure that we create a truly immersive experience for them.”

The experience features a gleaming, bi-level space with the view of the outer space background out the window. AT&T branding and inside jokes between 100 Thieves and their fans have been spread throughout the arena. Several rooms branching from the main arena lead to various social gathering spaces, such as a hot tub and a fire pit with flames in AT&T‘s signature blue color.

“We’re always looking to show up for our community in unexpected ways that deliver on that ‘holy shit’ moment,” stated 100 Thieves chief revenue officer Matty Lee. “AT&T has been a great long-term partner, and they know us. So, when they came to us with the idea, it seemed like a really exciting way to deliver value to our community and the broader VRChat audience with creative integration of some of our business lines like apparel, content, as well as our talent.”

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