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Should businesses care about the Metaverse?

Let's delve into the fascinating realm of the Metaverse! If you're unfamiliar, the Metaverse can be described as a virtual reality space where users engage with computer-generated environments and interact with other users in real-time. It serves as a shared and immersive digital universe, offering opportunities for socializing, gaming, working, learning, and more to its meta-citizens.

A Plethora of Options

The Metaverse is being developed by various corporations, including Facebook (Meta), Epic Games, Roblox Corporation, Decentraland, Second Life, and Microsoft. These companies are actively creating their virtual reality worlds, all presenting their own unique proposition and take on the matter. This means that the concept of the Metaverse is still in its early stages, with separate platforms competing for attention, resulting in a fragmented experience for users.


The Metaverse opens up a wide array of opportunities for businesses. They can participate in activities such as acquiring and selling virtual land, hosting virtual events and experiences, exploring virtual advertising and sponsorships, offering virtual services, enabling remote classroom experiences, and promoting products to specific demographics.

Many prominent global brands, such as Nike, Gucci, Adidas, and Burberry, have already established their presence in the Metaverse(s). This raises the question of whether other global or localized brands should follow suit. For instance, should a telecommunications company set up shop in Decentraland or should a bank open a virtual branch in Second Life?

Challenges and Risks

Determining on whether to invest and participate in a Metaverse, includes overcoming the “which Metaverse” challenge. Moreover, businesses must be aware that the Metaverse(s) face challenges akin to those encountered by traditional social media platforms like Facebook and Instagram. These challenges may involve issues related to content moderation, potential racial bias, illicit behavior, fraudulent activities associated with cryptocurrencies, and more. Therefore, brands must consider if they are willing to take on these risks.

Should companies care about the Metaverse?

The answer to whether businesses should enter the Metaverse is not a straightforward one. For consumer brands with substantial marketing budgets and the ability to moderate their meta-presence effectively, being an early adopter may prove advantageous. However, for smaller brands, it may still be too early to fully commit.

Nevertheless, smaller brands should not overlook the Metaverse. Instead, their marketing departments should closely monitor the strategies and activities of larger conglomerates. Engaging tactically, such as organizing small meta-parties or exhibition events, can be a prudent way for smaller brands to explore the benefits of the Metaverse without establishing a permanent presence.

Ultimately careful consideration and research are required in aligning with a brand’s marketing objectives, and to devising a strategy to maximize the benefits of the Metaverse whilst controlling risks.


AI Disclaimer

Original content created by VFTee, with editing and expansion done using AI language model ChatGPT. While ChatGPT assisted in the content creation process, the thoughts and opinions expressed in this article are solely those of the author(s). We probed the system, and the content reflects our own research, ideas, opinions and insights, and we take full responsibility for its accuracy and completeness. ChatGPT was simply a tool we used to enhance our writing, and we retained full control over the content and editing process.

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