The concept of metaverse is revolutionary. When completed, it’s expected to be a virtual place where people can work, play, socialize, learn, and shop. Metaverse is a mix of computer-generated reality, expanded reality, and blended reality that will blur the lines between the web and natural associations.?
The enormous amount of information available in metaverse will permit companies to gain rich information about visitors and use it to create one-of-a-kind experiences. This 3-part series will help you understand more about metaverse, how brands are exploring it, and the important relationship with big data.?
Early Glimpses of Metaverse
Some people think of metaverse and immediately correlate it with the Wii (created by Nintendo), introduced to us back in 2006. That’s because there are some undeniable similarities. Although its dominance in the gaming space was short-lived, The Wii was, beyond a doubt, one of the first successful iterations of a successful virtual universe.?
The Wii allowed users to create a Mii, a customizable avatar that users could leverage to play games. Users eventually even could change a Mii’s character personality. Where did the Mii’s live? The now-defunct Miiverse (2012-2017) was a social network that gave players the ability to interact. Many would send messages while playing, share tips about games, and discuss their experiences.?
The Wii also empowered users to shop across the Wii Shop Channel and developed one of the first digital currencies for users to purchase goods, called Wii Points. Nintendo was one of the first companies to adopt big data to create targeted digital advertisements for their consoles and games.?
Because every movement or lack of movement on the joystick provides insights into player usage, early virtual world creators could use the information to learn how games were used, times of peak play, and level of engagement.?
Gaming Pioneers
Gaming is still pioneering metaverse usage today through Extended Reality (XR).?
Although Wii’s popularity waned over the years and was ultimately discontinued, many companies have seen surprising buzz and success. For example, Mojang Studios has since seen considerable adoption with their games like Minecraft, which feature algorithm-generated virtual worlds that players can live in and perform different activities that they would perform in the physical world. Since 2011, Minecraft has seen 141 million active players worldwide.?
The Roblox Corporation today allows players to create and play across virtual worlds. It’s unique that it gives players the ability to express their creativity by developing their games and playing them with other users who are doing the same. They also give players the option to make purchases through a virtual currency called Robux. In late 2021, the company reported hitting a milestone of 3 billion accounts created on its platform.?
MetaVRse is also a noteworthy code-optional platform that makes it easy for players to create and share interactive 3D experiences instantly across the web.
Brands Creating Immersive Experiences
Many brands from Adidas to Balenciaga have moved into the metaverse, with some brands already trading with non-fungible tokens (NFTs) in the virtual world.?
Disney filed a patent for a virtual-world simulator that will reproduce one of their infamous theme parks into a 3D universe. They have stated their intentions of connecting the physical and digital worlds more closely and experiencing Disney’s offerings in a way unimagined. Disney has been investing in big data to create new experiences since the 2013 debut of their MagicBand.?
This technology gives Disney the ability to track foot traffic, see the length times for rides, and track purchases throughout the park. Every movement made in the metaverse interacting with Disney is information that can be used to improve and enhance experiences.?
Gucci has solidified its pioneer status by delivering one of the first pop-up style virtual shops seen in metaverse. The company has designed an innovative multimedia experience with Gucci Garden. In a 14-day experience, visitors of this virtual exhibit will get to browse and purchase exclusive, limited-edition avatar items. Data from this event will give Gucci insight into how their participation in metaverse will be received.?
Brands still have a ways to go before seeing meaningful adoption. Still, many are prioritizing new efforts already so they can capitalize on new possible revenue sources that the metaverse presents.?
Learn More About Metaverse
We hope this has been helpful and informative. Keep a lookout for Part 2 of our series, where we’ll cover privacy, social experiences, and entertainment in the metaverse.?
