XSET acquires Illusive Media to produce “immersive digital worlds” that’ll get the youths hyped

Gaming and entertainment org XSET has acquired Illusive Media to form its own in-house studio, which it says will produce “original and unrivaled content, including in-game maps, digital skins, and immersive digital worlds.”

Illusive Media started as a web design business back in the MySpace days, and has since evolved into a full-service, Telly Award-winning creative studio led by co-founder and Creative Director Shomi Patwary. XSET, meanwhile, launched in 2020, and is known for its eclectic talent roster, which includes Sophia the robot.

As part of the acquisition, Patwary will head the newly formed XSET Studios, which the org says aims to produce content that will let brands and influencers “connect with audiences across diverse platforms”–with a particular eye toward connecting with Gen Z and Gen Alpha.

XSET Studios’ debut drop is a Fortnite collab with Miami Dolphins wide receiver Tyreek Hill; it produced a custom in-game map for him, which it says is indicative of the kind of immersive experiences it wants to continue creating in games like Fortnite, Roblox and Grand Theft Auto. It also plans to make short- and long-form video content.

“Being acquired by XSET made total sense to us as so many of our commercial clients have called out the desire to appeal to gamers and gaming culture,” Patwary said in a statement. “We are super excited to build something new and different with the new XSET Studios.”

XSET co-founder/CEO Greg Selkoe added, “Shomi is a legend with immense respect in the community. Having him lead XSET Studios is a privilege, and we are excited about the innovation and creativity he will bring to our brand engagements.”

Selkoe also announced the launch of XSET Studios in a YouTube sizzle reel, which you can see here:

While this is XSET’s first venture into opening a homegrown studio, it’s not the first time the org has gotten into original content. Last year, it signed a deal with Glytch, a company that plans to build 32 esports stadiums over the next eight years. That deal included Glytch-sponsored original series following members of XSET’s Apex Legends and Valorant teams.