Diverse, developer of the global entertainment platform Creta, said on Oct. 15 that it has signed a memorandum of understanding (MOU) with SM Culture & Contents (SM C&C) to collaborate on artist intellectual property (IP) and character development.

The companies plan to explore character-focused applications in digital environments by combining SM C&C's artist IP with Diverse's technology infrastructure, including the Creta multiverse, gaming platform, AI avatar technology and community services.

SM C&C operates businesses spanning broadcasting, talent management, music IP, advertising and travel, providing a foundation for integrated cultural content operations. The company has recently been diversifying its IP business.

Diverse is developing a digital environment connecting users and creators through the Creta multiverse, Creta gaming platform, SuperClub community service and Creta Studio, a game and content creation tool.

The Creta multiverse connects virtual worlds with different themes, allowing users to explore spaces through avatars and participate in games and other activities. In AI, Diverse has worked with technology partners to introduce AI avatars capable of conversing, acting and responding to users in virtual environments.

The companies are exploring ways to generate synergies by integrating celebrity character assets into Diverse's Creta platform. They plan to identify specific projects combining their strengths, particularly AI avatars and the use of artist characters in virtual spaces.

The initiative aims to deliver new digital entertainment experiences that meet user needs. The companies also plan to cooperate on service development and implementation, as well as the commercialization of artist IP-based digital services.