Why Is the Metaverse So Important?
Meta’s recent announcement has elevated the metaverse concept and narrative into mainstream media and financial markets. For many working with immersive and web3 technologies, this isn’t new, but the shift is accelerating and has greater momentum. What this means for brands is that entering the metaverse is no longer optional — they must act quickly to claim their brand identity and customer experience in this new reality, even if it is still being defined.”
Written by Iain Brown, this is a part of an article that was originally posted on Techround on 18 May 2022.
“What Qatar Airways has done recently with their launch of the QVerse is a great example — they are entering the space in a thoughtful and elegant way that is aligned to their brand identity and values. They are building their immersive brand experience in an environment which they control and with a vision and roadmap leading to commercial value. This is an interesting contrast with high profile, but experimental activations on an open metaverse platform such as Decentraland.”
“The reality is that both B2C and B2B brands need to embrace an immersive experience that can both tell and show the story of their products’ value. What often gets overlooked is that immersive is not exclusively Virtual Reality (VR). Immersion is on a continuum — from static images, to video, to VR and even beyond. Undoubtedly VR affords a higher level of immersion, but accessibility is key. We always advise a multi-platform approach — building assets that are VR ready but can also be consumed in interactive 3D over the web and on mobile. Given that VR hardware will remain underpenetrated for some time, web and mobile will continue to play a huge role in the search for reach and engagement with customers.”
