What is the metaverse?
The metaverse is a shared online space, the result of the convergence between virtual and real environments, as defined by Gartner, which allows users to walk, talk and visualise themselves within a three-dimensional environment.
This virtual extension of the real world exists thanks to the combination of many other technologies, such as augmented reality, the Internet of Things (IoT), 3D images or artificial intelligence , as well as the emergence of new work models and interaction between people.
What does metaverse mean?
The term metaverse has its origin in the combination of the Greek root meta , which conveys an idea of transcendence, with verse , a reduction of the word universe.
It is expected that the metaverse, when it has already evolved, replicates activities in the real world, and can even improve them with the creation of invented scenarios, thanks to its characteristics of realism, interactivity and social connection. Thanks to this new ability to interact, there is also great anticipation surrounding the enterprise metaverse. Metaverse development company In the metaverse, the user can enter and exit the virtual world at any time, and participation in this space is done using special accessories, such as: Virtual reality or augmented reality glasses, also known as head-mounted display (or simply HMD), are equipped with a camera, a microphone and a speaker;
Online avatars : are characters in the online universe that represents an individual; they can customise their look by buying clothes and accessories;
Virtual land : they can be invented spaces, purchased on specialised websites such as Decentraland , or that simulate a real environment.
At this moment, there are several companies involved in the development of the metaverse, which can lead to a fragmentation of the concept, generating different ways of applying the technology and different types of metaverses. Gartner anticipates that by 2029, the concept will be unique or limited to a certain number (content available in English for subscribers).
Get to know some of the applications of the metaverse in the business field
Although the benefits and opportunities of the metaverse in companies are still far from being applied and experienced in our daily lives, it is already possible to anticipate numerous examples that arise from this virtual universe and that may be applied in people's daily lives.
What is known is that, although the experiences included in this alternate reality will not completely replace current digital interactions – which we do through apps and websites , for example – it is possible that in the future they will replace many of them. in ways that are still unthinkable today, probably with new types of interactions and business models.
When the metaverse enters the corporate context
The creation of virtual work environments in which entire teams can hold meetings, training actions, develop projects and carry out training sessions for new workers (known as onboarding ), as if, in a way, they were all together in the same room. same room, it is already a reality. However, with the Metaverse development service within the context of the metaverse, the practice has been refined to enhance the immersive experience.
In this context, workers would wear special glasses and be transported directly to a conference room, where each person is represented by an avatar and can interact with others or with PCs and projectors present in the space. The description is in the same line of what Meta, Zuckerberg's company, has been developing through Horizon Workrooms, one of its forays into the metaverse in the company.
This virtual reality platform, which is still under development, simulates a virtual work environment, adapted to different situations, such as workshops or informal meetings, and allows interaction between employees, who gesticulate and show facial expressions.
Today, there are examples of video conferencing software already investing in allowing participants to choose 3D avatars to interact in online meetings., bringing the experience closer to the ideal metaverse.
Marketing actions in the metaverse
Many of the marketing actions in the metaverse are linked to video games. This is because, in video games, it is necessary to choose an avatar to participate in the dynamics of the game. Starting from this premise, companies have begun to offer special accessories, such as clothing, which allow avatars to be customised, or also to create their own stores in games such as Fortnite, Roblox and Sandbox.
Luxury brands seem to have been the pioneers in launching marketing actions in the metaverse based on video games. The firm Balenciaga, for example, has developed four virtual outfits that could be used by avatars in Fortnite. However, the company was not limited to the virtual world. The brand has taken the opportunity to launch a physical collection based on the game that included garments such as sweatshirts and caps.
Another format of marketing action in the metaverse materialises through the sponsorship of sports games. For example, Gucci has launched a similar action with the game Tennis Clash.In addition to creating clothing designs for the characters, the brand has sponsored a court where matches would be played within the game of tennis.
Metaverse in e-commerce : new ways to buy
The metaverse can be an ally of multichannel sales in the context of e-commerce . It is expected that the technology will allow the creation of virtual shopping centre environments, where consumers will be able to try and test products, choosing which ones they want to buy.
Today, brands are already employing more immersive experiences, which involve the use of virtual reality or augmented reality. An example is virtual clothing or glasses fitting rooms. Through these virtual environments, it is possible to test the products in a more realistic way, in 2D or 3D, improving the shopping experience.
As for virtual tours or visits, there are brands that are committed to a reality close to the experience provided by Google Street View. One of the brands that has opted for this type of solution has been North American American Girl, which has created a digital version of its physical store .
The metaverse and video games
Undoubtedly, the sector in which the metaverse currently exhibits a more active presence is in the video game industry. It is not uncommon to see promotional products and actions being launched in the virtual world of video games such as Fortnite or Roblox, for example.
Perhaps this is because a more simplified type of metaverse has existed in video games for quite some time. The Second Life virtual world platform, launched in 2003, is often described as the first metaverse, Metaverse development solution as it incorporated many aspects of social life into a persistent three-dimensional world, with the user represented as an avatar.
Since then, the simulation of typical real life situations within video games has been increasingly recurrent. The Fortnite game is full of them. Skins (so-called skins ) of real celebrities, such as the player Neymar, the actor Will Smith and the singer Travis Scott, are frequently released.
It was also in Fortnite where players were able to experience an immersive experience alongside pop singer Ariana Grande . Upon reaching a point in the game, players could participate with their avatars in a performance by the singer and interact as if they were all present on the game's stages.
Another example is Nikeland, Nike's virtual space within the Roblox video game platform . Roblox is a multi-user online game where users can create their own worlds and games, which can be shared with other players.
Nikeland is a virtual exhibition hall, in this place users can dress their avatars with brand accessories as well as play different mini-games in different arenas or sports fields inside this place. The sports experience is even more real in some games that require the use of the accelerometer of mobile phones, so the user must physically move to compete. As already seen in this article, there are a number of ways that companies can take advantage of the metaverse.
Is the metaverse already a reality?
Although the metaverse in companies already seems consolidated, the truth is that the concept is only in an early stage of development. Many opportunities and areas of activity are yet to come. At this time, companies that want to participate in this trend must carefully explore the impact it can generate on their business, in addition to evaluating aspects of cybersecurity, financial investment, and quality of graphic material.
