The metaverse has exploded but before brands jump in they need to take the time to fully understand the opportunities it holds.
It’s the future-fuelled word on everyone’s lips. The Metaverse has exploded into the mainstream, bringing with it a wave of new potential and fresh perspectives - a new virtual playground for brands. But first, there are a few things that need to be demystified.
Without being blinded by the hype, we need to consider what the Metaverse really is. It’s the overarching term for a collection of virtual worlds or environments, which are interconnected by a principle of openness, enabling seamless movement and transfer of assets. It’s a merging of virtual, augmented and physical reality, and blurs the line between your interactions online and in real life.
Where we are right now doesn’t completely align with this definition. We’re missing that ability to move seamlessly between these different virtual worlds. We have siloed environments and experiences, and assets cannot be freely transferred between each one. Rest assured, the release and mass adoption of consumer wearables will change this.
What we are beginning to call the Metaverse may be in its infancy, but it’s certainly moving at pace, and brands need to start laying the groundwork in order to future-proof themselves.
The Metaverse is a whole new age of computing, an evolution in the way we access and explore the internet that will have a similar impact on the way we communicate, shop and socialise as the birth of mobile did.
Garry Williams, Head of M.A.D, the new Metaverse Advisory Dept from UNIT9
We’re not talking about a tangible new release or the latest tech trend. The Metaverse is a whole new age of computing, an evolution in the way we access and explore the internet that will have a similar impact on the way we communicate, shop and socialise as the birth of mobile did. Think back to the immediate pre-iPhone era - that’s where we are teetering right now.
However, new and emerging technologies will have a key role to play within the Metaverse. Blockchain, NFTs and Crypto will help to commercialise the space in a secure way, whilst platforms and wearables will provide access and help to streamline the experience for users. These are important terms for brands to become familiar with.
But what’s more important is understanding the building blocks with which we can create the shared experience of the Metaverse.
For many, the Metaverse has become indistinguishable from the social gaming worlds of Fortnite, Roblox et al. We know that the Metaverse in its truest sense doesn’t actually exist yet, and these popular online platforms are the closest thing we have to that promised persistent virtual world - so it’s easy to see why the terms have become interchangeable. But the Metaverse is so much more than gaming. It will indelibly revolutionise the way that users connect with brands and each other in every aspect, not just for play, and provide an all-important extended platform for self-expression and discovery. There are other key aspects that are just as important in achieving this vision and will impact the Metaverse in their own right.
From fuelling escapism by building magical worlds, to providing an easy segue into the Metaverse with AR and VR, preparing extensive libraries of 3D content and experimenting with layering digital enhancement onto the physical world, brands should be strengthening their expertise within these key areas in order to get Metaverse-ready.
The way that Complexland fused music, fashion and entertainment is a great example of these next-gen virtual environments. Selfridges Charli Cohen x Pokemon collaboration, Electric City, is another strong non-gaming activation which gives a great insight into what the virtual future of the high street could look like. And hybrid experiences such as H&M x Simone Rocha’s AR lookbook and Lotus Cars’ digitally-enhanced sculpture at Goodwood Festival of Speed are indicative of how the Metaverse will integrate into the real world around us.
Of course, gamification will still be integral to many Metaverse experiences. Understanding gaming culture and how to craft highly engaging mechanics and narratives will be a fundamental part of many successful strategies. But it’s important not to disregard the other aspects – when we talk about the Metaverse in early 2022, we’re really talking about the confluence of all these experience building blocks.
As with previous generations of the internet, there will be a range of different roles brands can play within the Metaverse: from collaborating with an open platform and tapping into a captive user base versus building and controlling their own world; to playing an active role and connecting with audiences on a personal level versus taking a more traditional approach as a passive advertiser.
Before launching into the Metaverse, brands need to first consider what role is right for them and plan their Metaverse experiences and services accordingly in collaboration with a partner who truly understands this brave new world. It’s for this reason that UNIT9 decided to formalise its 25 years of experience in creating interactive digital experiences to launch the Metaverse Advisory Dept (M.A.D) as a way of helping brands consider these options and define their own metaverse strategy.
So, far from being overwhelmed, brands should embrace this opportunity and use this time to prepare their place within the emerging platform that is set to dominate in the coming months and years.
Garry Williams is head of M.A.D at UNIT9 an award-winning global production & innovation partner with the sole mission of creating astounding experiences at the intersection of world-class creativity, cutting-edge technology and impeccable craftsmanship. Garry’s experience spans both the technology and creative industries, having held senior positions at several post production and recording studios including the world renowned AIR studios. His love of creative technology pulled him into the world of extended reality, working at Disney-backed Jaunt, REWIND and now UNIT9 where he continues to help brands capitalise on the latest immersive tech to tell their stories in groundbreaking ways.
Looks like you need to create a Creativebrief account to perform this action.
Create account Sign inLooks like you need to create a Creativebrief account to perform this action.
Create account Sign in
