News, Digital, Uncategorized, Strategic Thinking

The metaverse: a marketing opportunity?

The metaverse: a marketing opportunity

What is to be understood through the metaverse

If we refer to its English origin, "metaverse" is a contraction of "meta" and "universe". It is simply a fictional universe in which a user evolves. This evolution is done through an avatar or other non-real characters, like holograms. The specificity of this virtual world is the use of augmented reality (AR) and virtual reality (VR). 

In this parallel universe, it is possible to chat, play with friends, participate in group sports classes and concerts all over the world. You can also work from home, while moving around your company's offices thanks to your hologram. With one click, millions of users can connect to multiple worlds.

A universe that video game creators had already invested a few years ago. In particular with the famous video game The Sims released in 2000! A draft of the metaverse that fascinated many players.

This universe has developed and refined over the years to become the metaverse. It has proven itself to be a great success with teenagers, as shown by the success of Fortnite, Minecraft, Roblox or Animal Crossing... Every day, millions of players are on these platforms. A boon for these creators who develop ever more immersive experiences for players.

 

When the metaverse breaks the communication barrier

The health crisis that we have gone through in the last two years has had a non-negligible impact on the development of the metaverse. By blocking all possibilities of physical presence, it is the virtual one that has taken over by developing new means of communication. Physical events have become digital: digital trade shows and exhibitions, meetings, aperitifs with friends, etc.

This period, full of change, continues to push brands to offer more engaging experiences to capture new prospects. Or to strengthen ties with their customers. Betting on the metaverse for future marketing campaigns seems like a great opportunity. And this is especially true with Generation Z: a target that is not always easy to reach, that is unfaithful to brands and has a strong attraction for gaming.

A challenge that our client Winky has taken on by developing its Winkyverse. It is a virtual world where players, developers and children can create their own educational video games. The objective is simple: to accompany children in their schooling in a more playful way.

A new customer offer?

Several major brands have reviewed their strategic copies by investing in the metaverse. Indeed, they can now offer ultra-immersive and customizable experiences. This is a good way to assert their identity and inventiveness while allowing Generation Z to express themselves.

"Brands can push the boundaries of creativity in the metaverse. And deliver experiences that are unfeasible in real life." Christina Wooton, vice president of brand partnerships, Roblox.

It is by making the player dream through their avatar of this virtual world that the link with the brand is made. For this, there are multiple possibilities. Product placements during events, the creation of unique accessories. The implementation of virtual shopping malls such as product fitting through virtual reality. 

For brands, new strategies are now possible: looking at the metaverse seems to be an axis full of opportunities. And these opportunities should not be ignored in the face of digital evolutions and trends. 

However, it is interesting to be accompanied to determine the stakes and behaviors of avatars. In order to set up a strategy designed to create meaning and link with consumers. Many brands can find their place in the metaverse, it remains to define the best way to do it. 

Technology has become an undeniable marketing asset for brands to immerse consumers in their own universe. A recipe that makes more sense with generation Z. As proven by the success of gaming platforms. They have taken the gamble of investing in the metaverse in order to offer new experiences that are increasingly focused on the consumer and their expectations. 

 

In other words, if many questions are asked and remain in the minds. The metaverse offers an infinite number of possibilities and suggests that everything remains to be invented!

CONTACT


Related Articles

Leave a comment

Your email address will not be published. Required fields are marked with *.