2022 is considered the year of Metaverse when a series of brands have spent huge amounts of time and money in the virtual world. With the advent of emerging technologies such as ChatGPT, Midjourney, DALL-E, etc. can Metaverse return in 2023? Any lessons for brands that lost money with Metaverse last year? Let’s see the article below with Smartcom Agency!
Looking back at the picture of Metaverse in 2022
The brand’s strong transformation with the most obvious advancements with Metaverse technology is the giant Facebook – officially renamed Meta in October 2021. This move publicly confirms CEO Mark Zuckerberg ‘s ambition to conquer the Metaverse universe . However, Meta has lost up to $ 13.7 billion with Reality Labs – the company’s Metaverse research division in 2022. It can be said that over the past year, Meta has taken a rather expensive gamble for the world. virtual world but has not yet blossomed. Not only tech giants, many brands are also “rushing” to buy virtual real estate and create interactive experiences on two platforms Decentraland and Sandbox .. As a result, most campaigns do not attract as many users as expected.
In the period from 2021 to 2022, people are still more interested in trying to exist in the real world instead of the virtual world that Meta or a series of other brands create, especially in the context of uncertainty. Because of the pandemic, cost-of-living crisis, environmental pollution, etc.,
When searching for the keyword Metaverse on the Internet, users easily realize that the definition and explanation of its role is still unclear, lacks detail and practicality. Not to mention, the concept of Metaverse also includes many other dry technology categories such as virtual reality (AR), augmented reality (VR), augmented reality (XR), etc. Meanwhile, brands The brand pursuing Metaverse has not completely convinced consumers to believe in the real value of this technology to decide to join the virtual world.
The incredible growth potential of new technologies like ChatGPT in such a short time poses a huge challenge for Metaverse.
Will 2023 see the return of the Metaverse?
However, all of the above is still not enough to put an end to the Metaverse. After all, 2022 is the year when people have acknowledged the existence of the Metaverse on a larger and more mainstream scale. The race of the future Metaverse is far from over. Global users have also witnessed the birth of a series of virtual world platforms in late 2022 and early 2023, including: The Otherside (Bored Ape Yacht Club), Wholeland (The Fabricant), Spatial (Samsung). ),…
According to Tessa Conrad , Head of Innovation at agency TBWA Asia , brands will invest back in Metaverse’s purest ability: creating community. This leads to the birth of more interactive experiences such as exploring the virtual world, video games integrated with Metaverse, building communities to grow together in the virtual world, close interaction with customers. Influencer,… For Mr. Álvaro Anguita – Country Head of Digital Division at Initiative , in the future, the video game industry will develop a popular augmented reality (XR) format – like Fortnite , World of Warcraft and League of Legendsdid. In fact, the number of world simulator games on Metaverse is predicted to double between 2021 and 2031. This can be seen as a sign of Metaverse’s promising potential in entertainment. .
Also according to Mr. Álvaro Anguita , it is highly likely that the world is not just witnessing a single virtual world. Instead, many metaverses will be born and each metaverse will serve a different sector of society (education, tourism, health, etc.).
Mr. Robin Lau – Senior Strategyist of Dentsu Solutions confidently said that the world has learned enough lessons about Metaverse after the catastrophic failure of 2022. Therefore, 2023 is the time when brands redefine their strategy and get ready. Breakthrough with new ideas to bring a more immersive digital experience to consumers. In it, he thinks that the popular applications of Metaverse last year (such as immersive experiences) will return and show more practical values. “Many people believe that the future of Metaverse lies in XR (instead of VR) where they can enhance the real-life experience for people. With the development of hardware devices and artificial intelligence, Metaverse XR will become popular in the next few years.”he said.
In addition, a brand-specific location in the virtual world is also the Metaverse application, which will continue to grow stronger and larger in the coming year. This is the opinion of Mr. Mike Jones – Director of Innovation & Digital Experience at The Works . Some good examples from the brand in the past such as The Australian Open facilitated users to interact and watch the event via video game platforms Roblox, Nike and Forever 21 opened a virtual store where Users can search for real-life models and unique virtual collections, etc.
However, brands need to note two big lessons: prioritize using the Metaverse platform with a simple way to access, ensuring the privacy and security of users’ information. Mr. Guy Futcher added: “In today’s competitive landscape, brands must constantly look for new ways to approach Metaverse, especially when the target customers are young people – the target audience. loves expressing himself through a personalized virtual avatar.”
Cre: Campaign Asia
