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The metaverse goes beyond gaming: what brands need to start understanding

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The metaverse is the buzzword of recent months and, at the same time, the promise of a future that is yet to come. This concept points to new ways of socializing, but also to different business models that can benefit brands.

The metaverse is yet to be built in different sectors, such as e-commerce or marketing. But, in any case, it should stop being seen as a universe solely related to gaming. In fact, there are already companies that advertise physical products in this virtual world and vice versa, with their replica in real space.

For example, Toyota has launched an application focused on advertising the accessories of its vehicles and being able to test them in augmented reality to check how they would look on the particular car. Dyson, for its part, has presented its immersive marketing proposal through a virtual experience for the Meta Quest made up of real 3D prototypes of three of its products.

They are not the only areas, since in art, culture or audiovisual entertainment the first steps have been taken with short films and series in virtual reality, as well as museums and works of art enhanced with augmented reality or live online events with 180 degrees of field of view.

In the work environment there are also advances, such as Nikeland, a Nike place based on the company’s real headquarters where users can meet to chat, play sports or create new games.

ISDI presents ‘Metaverse: beyond gaming’

Those are some of the topics that are addressed in ‘Metaverse: beyond gaming’. This practical manual aims to shed light on the metaverse and resolve all doubts about this virtual environment.

The paper has been prepared by Víctor Javier Pérez, Digital Growth Manager and expert in metaverse and virtual reality. It addresses the application of this universe to the world of gaming and other sectors, since, as they emphasize, this revolution goes beyond video games.

“The metaverse faces two main challenges: interoperability, that is, the ability for various metaverses to connect and share information; and decentralization, transferring power from large companies to the user, to make them more involved in this new reality”, Pérez highlighted in a practical session given at the ISDI business school.

In addition to this manual, ISDI has created the Metaverse Executive Program, coordinated by Víctor Javier Pérez himself and directed by Mauro Fuentes, director of social networks and digital marketing at El Corte Inglés.

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