This marks the end of our journey of Supersocial as an independent studio, but it’s far from the end of our story. We’ve always believed in the potential of immersive platforms like Roblox, and now, with Super League’s incredible resources, the journey continues in a different format.

When Pedro, Luiza, Tatiana, and I founded Supersocial in early 2020, our mission was simple: redefine how brands engage with audiences through social play. We set out to transform digital spaces into vibrant ecosystems where players and brands could connect more profoundly and meaningfully. From the beginning, it was about more than just creating games—it was about shaping the next generation of the internet.

The journey has been everything we could have hoped for and more. From developing groundbreaking experiences for brands like Gucci, e.l.f. Cosmetics, and Universal Music Group, to building relationships with an extraordinary community of players, I couldn’t be prouder of what we’ve accomplished.

But it’s the people behind these experiences who made it all possible. I’m deeply grateful to our team, investors, partners, and friends who believed in the vision and supported us every step of the way. These relationships will remain at the heart of everything we do moving forward.

This acquisition is an exciting new chapter for Supersocial. By joining forces with Super League, we’re unlocking even greater potential for our clients, partners, and players who inspire us daily. Super League will continue pushing the envelope, bringing even more value to the world of branded interactive entertainment and creating immersive, engaging experiences that resonate on a deeper level.

For me personally, this acquisition offers an opportunity to step back from the day-to-day while still staying deeply involved in the world I care about. I’m delighted to serve as an advisor to Super League, and I’ll be keeping a close eye on the future of immersive gaming and the next phase of digital brand engagement. I’ve learned so much from this journey, and I can’t wait to share those lessons with the next generation of builders.

To our extended Supersocial community: your support has meant the world to me. I look forward to seeing how we can continue to make an impact together.

For those of you who have followed my journey from the beginning, I can’t thank you enough for your unwavering support. Whether you’ve been a part of Supersocial’s growth or cheered from the sidelines, I am grateful to you.

Let’s keep building.
Yon

Press Highlights:

• Roblox studios begin to consolidate as Super League buys Supersocial (Digiday)

• Super League Acquires Supersocial, Expanding Brand Partnerships and Driving Business Growth (Press Release)

Connect with me on Linkedin and X.

Now, it’s time for the next chapter. I’m looking for a new host (or co-hosts) to help take the Into The Metaverse podcast to the next level.

This is an opportunity for someone passionate about the intersection of technology, media, and culture—someone who wants to shape conversations that move the industry forward.

The ideal host is:

• Curious about the metaverse, virtual economies, and emerging tech.

• A sharp communicator who can engage top guests and synthesize complex ideas.

• A natural storyteller with an editorial instinct for what matters.

• Ambitious about growing Into The Metaverse into a leading voice in the space.

If you or someone you know fits the bill, I’d love to hear from you. Applications are open now, and you can find more details [here].

Let’s keep building the metaverse, one conversation at a time.

Yon

Email: yon@intometamedia.com
Connect with me on Linkedin.

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The future of Roblox and the broader user-generated content (UGC) ecosystem is poised for significant evolution. For marketers, these dynamic ecosystems present both opportunities and challenges. Adapting to evolving trends and leveraging effective strategies will be crucial for creating an impactful presence and campaigns that resonate with digital natives.

Here are a few thoughts on what you should keep in mind for 2025:

Key Trends

1/ Brands’ Evolution on Roblox

Roblox has been steadily deepening its direct relationships with brands, positioning itself as more than just a platform—it’s becoming a creative partner. With many brands entering Roblox, differentiating through creative excellence, data-driven insights, and holistic campaign strategies will be vital. Agencies and studios that can provide strategic guidance alongside execution will remain invaluable.

2/ Cautious Brand Strategies

Brands are eager to explore Roblox but are moving cautiously forward. Standalone strategies will be carefully evaluated as brands demand measurable results and clear ROI. This cautious optimism will enable agencies to demonstrate the platform’s value while addressing perceived risks with comprehensive and quantifiable solutions.

3/ E-Commerce: Priority Without Proof

E-commerce on Roblox continues to intrigue brands, but tangible success remains elusive. This creates an opportunity for marketers to lead the way, experimenting with virtual storefronts, interactive product trials, and hybrid strategies linking digital and physical goods. Innovating in this space can position your brand as a pioneer in virtual commerce.

Additional Trends to Watch

4/ Competition from UGC Platforms

Roblox is no longer the only “game” in town. Platforms like Fortnite Creative, Zepeto, and RecRoom are rapidly gaining traction. Marketers should consider multi-platform strategies and diversify their investments across ecosystems. Staying ahead means gaining expertise on Roblox and the broader UGC landscape to ensure seamless integration and execution.

5/ Increased Demand for ROI Measurement

As brand investments in digital platforms grow, so do expectations for accountability. Metrics-driven marketing will dominate, with brands demanding tangible proof of success. Offering robust analytics, insightful reporting, and compelling case studies will be essential to building trust and securing long-term partnerships.

6/ Evolving Monetization Models

Roblox’s push into virtual commerce will lead to new monetization experiments—think revenue-sharing agreements, subscriptions, or enhanced in-game purchase options. Marketers must stay informed and agile in response to these changes, ensuring their strategies align with emerging opportunities and business goals.

7/ Retention Challenges in Branded Experiences

Player retention remains a critical challenge for branded experiences on Roblox. Many activations attract initial attention but struggle to maintain engagement over time. For marketers, the focus must shift to creating experiences that resonate long-term through compelling narratives, gamified loyalty programs, and frequent content updates.

8/ Content Moderation and Safety Concerns

Roblox’s moderation policies will continue to be scrutinized, making some brands cautious about associating with the platform. Marketers must address these concerns proactively by prioritizing safety, adhering to best practices, and communicating transparently to reassure clients and protect brand reputation.

9/ Cross-Platform Ecosystem Development

Today’s campaigns don’t exist in silos. Marketers will increasingly integrate Roblox activations into broader ecosystems, tying in YouTube campaigns, real-world events, and social media strategies. Supporting these multi-channel efforts can elevate campaigns, amplifying reach and engagement.

10/ Rise of AI-Powered Creation

AI is transforming the creative landscape. Tools that enable AI-powered content creation will lower barriers to entry, making it easier and faster to launch experiences on Roblox. Marketers can leverage these tools to streamline production while focusing on strategic value—like storytelling and audience engagement—to deliver standout campaigns.

Looking Ahead

2025 will be a pivotal year for marketers engaging with Roblox and the UGC ecosystem. To thrive, agility, innovation, and data-driven strategies will be key. Here are the priorities marketers should focus on:

1. Deliver ROI-Focused Solutions: Showcase success through frameworks and strategies that measure tangible outcomes.

2. Expand Multi-Platform Expertise: Develop knowledge and capabilities across the UGC landscape, meeting audiences where they are.

3. Enhance Player Retention: Create immersive experiences that keep audiences engaged long after launch.

4. Adopt AI Tools: Utilize AI to streamline production while focusing on high-value areas like strategy and engagement.

5. Strengthen Analytics Offerings: Present compelling data-driven insights to build trust and showcase the value of campaigns.

2025 is the year to redefine what’s possible in virtual worlds, UGC, and gaming and make a lasting impact in the evolving digital landscape. As a leader in metaverse marketing, we can help brands on their journey. Reach out!

ceo@supersocialinc.com
Follow Yon on Linkedin.

Reflecting on a Year of Innovation in the Metaverse – Part 2

As we wrap up 2024, we’re closing out an incredible year for Into the Metaverse with the second installment of our "Best Of" series. This year has been filled with groundbreaking conversations, a major milestone of 100 episodes, and a community of listeners who’ve made it all possible. To everyone who has tuned in, shared an episode, or helped spread the word—thank you for being part of this journey!

In this final episode of the year, we’re bringing you highlights from another four exceptional guests whose insights have truly shaped our understanding of the metaverse. These clips capture the essence of what Into the Metaverse is all about—pushing boundaries, exploring transformative ideas, and imagining what’s possible in this evolving space.

From conversations about interoperability and AI to the challenges and opportunities of virtual worlds, this episode revisits the moments that sparked the most engagement and left a lasting impact. Whether you’re reflecting on the year with us or tuning in for the first time, we hope these insights inspire you as much as they’ve inspired us.

Thank you for being a part of this journey. Here’s to an exciting 2025 filled with more innovation, curiosity, and progress in the metaverse. Let’s keep building the future together!

Listen Now: Spotify | Apple | YouTube

Segment Details:
From E91 with Krystal Hauserman
How Interoperability Unlocks Marketing in the Metaverse
Full episode with Krystal: YouTube | Spotify | Apple
Follow Krystal: LinkedIn | Website

From E96 with Charlie Fink
How Generations of Tech and People Have Interacted and Influenced Each Other
Full episode with Charlie: YouTube | Spotify | Apple
Follow Charlie: X | LinkedIn

From E97 with Marcus Holmstrom
Entertainment IP Coming Into and Out Of Roblox
Full episode with Marcus: YouTube | Spotify | Apple
Follow Marcus: LinkedIn

From E103 with Stephanie Hirschmiller
Digital to Physical Feedback Loops
Full episode with Stephanie: YouTube | Spotify | Apple
Follow Stephanie: LinkedIn | Instagram

Follow Yon: LinkedIn | X
Learn more about Into the Metaverse by visiting the website.
Learn more about Supersocial by visiting the website.

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Why it matters?

The Internet is at an inflection point, and our relationship with technology is evolving faster than ever. The handheld universes we once considered simple distractions are rapidly becoming the blueprints for how we will connect, create, and collaborate in the future.

Supersocial’s original manifesto message is more essential today because the metaverse is no longer a distant concept - it’s taking shape in real time and reshaping how we live, work, and play. It’s not just a technological frontier but a cultural, economic, and social revolution. Every portal we open, every connection we make, and every pixel we place carries the weight of defining what this next era will look like.

We can either remain passive participants or become active architects. This is about more than gaming; it’s about building inclusive, empowering spaces that reflect the values we want to carry forward. As our digital lives rapidly become inseparable from our physical ones, the need to shape these spaces with intention, creativity, and purpose has never been greater.

In this new era, we aren’t just living online. We’re creating, exploring, and thriving online. Let’s make it a place worth stepping into.

[Supersocial’s original manifesto. Written in June 2020]

A New Era

This hazardous path of recent times brought an unexpected gust of wind, Pushing us faster to the place we've been sailing toward for years.

But what lies beyond that imminent horizon? Is it a new world we should expect? Or a makeover to the one we have?

Something interesting comes up, right when you look down. Down and into the looking glass— That one in your pocket, or in your child's hand. In it you will see, it's not a new world you should expect.

It's a whole bunch of them.

A collection of handheld universes. Interwoven portals of connection. They may look like just games now, But they're a footprint of the future iteration, Of this thing we call the Internet.

The sum of all virtual worlds, interconnected. Waiting to be explored. A programmed park, a pixel party, a gamefied get-together. And surely more to come.

The metaverse is drawing near. Will it hit you from left field? Or will you take your seat at the helm? We choose to shape the next era of social gaming— and make it about connection, empowerment, and creative expression.

Because there's never been a better time to build the worlds we want to see.

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What a year it has been for Into the Metaverse!

As 2024 comes to a close, we’re taking a moment to celebrate what has been an incredible year of conversations, milestones, and, most importantly, growth in understanding the ever-evolving metaverse. This year, we crossed the 100-episode milestone—a huge achievement that wouldn’t have been possible without your support. To everyone who’s tuned in, shared our content, or simply joined the conversation, thank you from the bottom of our hearts.

We’ve had the privilege of hosting some of the most innovative minds in the metaverse space. To reflect on this extraordinary year, we’re bringing you not one but two special "Best Of" episodes featuring clips from the conversations that sparked the most engagement, generated the most insight, and helped us all better understand where the metaverse is headed.

In this first of two episodes, you’ll hear from four amazing guests whose perspectives and expertise have helped shape our understanding of this transformative moment in tech and culture. Each clip highlights ideas and predictions that are driving the metaverse forward, and we hope they inspire you as much as they’ve inspired us.

Listen Now: Spotify | Apple | YouTube

Segment Details:
From E84 with Alvaro Velilla, SVP New Business at Universal Music Group
Building a Sustainable Relationship Between Roblox & Music
Full episode with Alvaro: YouTube | Spotify | Apple
Follow Alvaro: LinkedIn

From E95 with Matthew Ball, award-winning author and metaverse expert
Four Major Ways AI Impacts Future of the Metaverse
Full episode with Matthew: YouTube | Spotify | Apple
Buy Matthew’s award-winning book, The Metaverse: Building the Spatial Internet
Follow Matthew: Website | LinkedIn | Twitter

From E98 with Cathy Hackl, tech & gaming executive, futurist, and speaker
Our Current Technological Convergence Point
Full episode with Cathy: YouTube | Spotify | Apple
Follow Cathy: LinkedIn | Instagram

From E101 with Liam Broza, Chief Innovation Officer for Infinite Reality (iR)
Why the Web and Browser Is the Place to Build the Metaverse
Full episode with Liam: YouTube | Spotify | Apple
Follow Liam: LinkedIn | X

Follow Yon: LinkedIn | X
Learn more about Into the Metaverse by visiting the website.
Learn more about Supersocial by visiting the website.

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In this week’s Into the Metaverse episode, Paul Powers, Founder & CEO of Physna, delves into the transformative potential of 3D data and what he terms "Physical DNA." Paul unpacks how his company is revolutionizing industries by bridging the physical and digital realms, enabling unprecedented capabilities in 3D AI and geometric search. From supply chain efficiencies to engineering breakthroughs, Paul explains why the world's richest data source—3D models—holds the key to the next wave of innovation and how Physna is positioned at its forefront.

Listen Now: Spotify | Apple | YouTube

Key Takeaways:

1. 3D Data's Untapped Potential: Paul reveals how 3D data, often overlooked in the digital world, can be leveraged to revolutionize sectors from manufacturing to healthcare by eliminating inefficiencies, reducing costs, and optimizing entire product life cycles through unprecedented precision and insight.

2. Physical DNA Explained: Learn how Physna’s "Physical DNA" technology bridges gaps in the digital and physical worlds, offering precision and interoperability never before possible in 3D modeling and analysis, and transforming how industries approach design, supply chains, and AI-driven innovation.

3. A Vision for the Future: Paul shares insights on the role of 3D data in creating a seamless convergence of physical and digital realities, revealing what this evolution means for industries, AI development, and how we might experience and shape the metaverse itself.

Paul Powers is the Founder & CEO of Physna, the industry leader in geometric search, 3D AI, and owner of Thangs. Paul was listed in Forbes 30 Under 30 in 2019, and is regularly featured in national and international media highlighting his perspective on the next generation of software, AI and the growing role of 3D.

Check out all things Physna
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Discover how Spatial is transforming the 3D internet in the latest episode of Into the Metaverse, featuring Jacob Loewenstein, Senior Vice President of Business Development and Strategy at Spatial. Jacob shares the company’s journey from an enterprise-focused AR tool to a groundbreaking user-generated content platform, making it easy for anyone—from digital natives to corporate giants—to create immersive, cross-platform experiences. Join us as we explore Spatial's mission to democratize 3D creation, fostering a virtual world where immersive content is accessible to every generation.

Listen Now: Spotify | Apple | YouTube

Three Key Takeaways:

1. Generational Shift in the 3D Internet: Jacob discusses how younger generations are redefining digital engagement, with Spatial bridging the gap to make 3D worlds accessible and intuitive for all ages.

2. Consumer Meets Enterprise: Spatial’s cross-platform approach allows both creators and companies to harness the power of 3D content, from individual creators building interactive experiences to Fortune 500 brands like Walmart.

3. Future-Proofing the Metaverse: By focusing on accessibility and functionality, Spatial aims to make 3D creation sustainable and scalable, preparing for a future where immersive content is a natural part of the internet experience.

Jacob Loewenstein is SVP, Business Development & Strategy at Spatial, an online gaming platform that brings the Roblox model to millions of Unity devs. He leads strategic partnerships, marketing, and developer relations. Jacob was previously Spatial’s investor at Samsung NEXT NY, where he led AR/VR investment and business development. He received his MBA from MIT, where he co-founded the VR/AR hackathon at the MIT Media Lab.

Follow Jacob: LinkedIn | X

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From Into The Metaverse

• Are Avatars the New Identity?

• Read: 2.5 billion kids were born since YouTube's launch in 2005...And they are redefining the future of the Internet.

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Caught My Attention…

• In a recent discussion at the GamesBeat Next 2024 event, Epic Games CEO Tim Sweeney emphasized that the path to an open metaverse relies on “enlightened self-interest” from tech giants, urging them to support fairer terms for developers rather than monopolistic practices. Sweeney envisions the metaverse as a seamless digital ecosystem powered by interoperable platforms where users and brands coexist across games like Fortnite, utilizing assets from Epic's new Fab marketplace. He highlighted advances in Unreal Engine 6, which aims to support massive, shardless multiplayer environments and integrate user-generated content at unprecedented scales. Sweeney sees these steps as essential in creating a "metaverse browser" where assets, avatars, and experiences transfer across platforms. Epic's collaboration with Disney on a “Disneyverse” connected to Fortnite also exemplifies the shared economy Sweeney advocates for, with cross-platform accessibility as a defining feature. Sweeney's vision also extends to AI, which he predicts will expedite development processes, enhance game creation, and help make the metaverse a central force in gaming over the coming decade.

• Meta Platforms is developing its own web-crawling search engine to enable its Meta AI chatbot to deliver real-time answers on current events, reducing its reliance on Google Search and Microsoft’s Bing. This move aligns with Mark Zuckerberg's strategy to reduce dependency on other tech giants, a lesson reinforced by past challenges with Apple’s restrictions on ad revenue. To support real-time information retrieval, Meta has also partnered with Reuters to provide news content. Meta AI, already integrated across Facebook, Instagram, WhatsApp, and Messenger, has grown to 185 million weekly active users, catching up to popular platforms like ChatGPT. By creating a web-indexing system, Meta aims to make its chatbot self-sufficient in providing timely responses, a competitive edge as the market for conversational AI continues to expand.

• The recent White House AI memorandum emphasizes new risks from advanced AI models, including national security concerns. Still, critics argue it overlooks more immediate harms linked to existing digital platforms. While AI does introduce novel risks, many issues—like misinformation, discrimination, and mental health impacts—already exist within current social media and digital platforms, fueled by engagement-optimized algorithms. Rather than establishing entirely new regulatory bodies, updating existing frameworks, such as those governing social media and digital content, could address these overlapping issues more effectively. AI experts like Yoshua Bengio and Geoffrey Hinton stress that ongoing harms, amplified by AI, require immediate attention alongside emerging risks. This memorandum’s “new AI” approach risks underplaying the role of established tech giants, where current algorithmic practices and high user engagement remain fertile ground for societal harm. Comprehensive AI regulation should prioritize transparency and safety in both AI-driven platforms and traditional tech spaces, encouraging regulatory continuity rather than a complete overhaul.

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Other Reading…

AI

• Meta’s AI Abundance (Stratechery)

• Apple’s Low-Cost AI Strategy Wins Over Investors, Despite Risks (The Information); Also, Apple’s competition isn’t other AI companies, its smart phone makers, says Fmr. Apple executive (CNBC)

• Meta announced three new cutting-edge developments in robotics and touch perception — and a new benchmark for human-robot collaboration to enable future work in this space (Meta)

• How NotebookLM was created and where it’s going (Exponential View)

• OpenAI plans to offer its 250 million ChaptGPT users even more services (ZDNET)

• Can Startups Thrive in an Age of AI? (Harvard Business Review)

Gaming & Virtual Worlds

• I Played The Kamala Harris ‘Fortnite’ Questline And Here’s What I Found (Forbes)

• Roblox Q3 Earnings: Bookings Jump 34%, User Base Hits 89 Million, Raises Annual Outlook (Yahoo Finance)

• How EY reinvented recruitment and onboarding with AI and the metaverse (Ragan)

• Partnering with Decart: The Future of AI-Generated Experiences (Sequoia)

• AR business goes all in on gamifying pro sports events (Axios)

Industrial Metaverse

• The State of the Industrial Metaverse (Siemens)

On X & Linkedin…

Podcasts…

• The future of AI with Microsoft AI’s CEO (Masters of Scale)

• Why AI Is Underhyped with Elad Gil (Joe Lonsdale)

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Step into the world of digital identity and self-expression in this latest episode of Into the Metaverse with guest Stephanie Hirschmiller, a thought leader at the intersection of luxury, beauty, and tech innovation. Stephanie joins us to discuss how beauty and fashion are evolving as 3D avatars and virtual worlds become more central to our lives online. Discover why major brands are investing in virtual platforms like Roblox and Fortnite, and learn what it means for identity, self-expression, and the future of fashion in the digital realm. Could our online selves soon rival the importance of our real-world identities? Tune in to explore the profound implications of the rise of digital identity and expression.

Listen Now: Spotify | Apple | YouTube

Three Key Takeaways:

1. Digital Identity as the New Frontier: Stephanie unpacks why the next generation views their virtual presence as an essential part of their identity, with many prioritizing digital self-expression as much as physical appearance. This shift signals a new era where our online personas hold as much social value as our real-world selves.

2. Brand Engagement in Virtual Worlds: Major beauty and fashion brands are meeting Gen Z and Gen Alpha where they are—on platforms like Roblox and Fortnite, where virtual beauty and fashion become tools for social connection. As brands dive into these spaces, they’re pioneering creative ways to make virtual fashion just as impactful as traditional campaigns.

3. The Future of Hyper-Personalization: As technology advances, the potential for personalized beauty products in the virtual space grows, allowing individuals to experiment and express themselves in ways never before possible. With avatars acting as blank canvases, hyper-personalized virtual products may soon drive trends both online and off.

Stephanie is a brand consultant and editor working at the intersection of luxury beauty, fashion and innovation. She is also co-founder of The Future Face which hosts experiential workshopping events matchmaking beauty industry decision makers with tech providers.

Read all of Stephanie’s writing.
Follow Stephanie: LinkedIn | Instagram 

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Learn more about Into the Metaverse by visiting the website.
Learn more about Supersocial by visiting the website.

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From Into The Metaverse

• Listen or Watch: The Future of Virtual Worlds is in Your Hands

• Read: 2.5 billion kids were born since YouTube's launch in 2005...And they are redefining the future of the Internet

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Caught My Attention…

• Anthropic has launched two new AI models, Claude 3.5 Sonnet and Claude 3.5 Haiku, with significant advancements in performance, particularly in coding and tool use tasks. Claude 3.5 Sonnet excels in software engineering, offering high-level coding and problem-solving abilities. At the same time, Claude 3.5 Haiku matches the capabilities of larger models like Claude 3 Opus, providing affordability, speed, and improved task handling. A pioneering feature called "computer use" is also introduced in public beta, allowing Claude 3.5 Sonnet to interact with computer interfaces as a human would—navigating screens, clicking, and typing to automate complex workflows. This matters as it opens a new realm of possibilities for developers, enabling more autonomous and nuanced AI-driven interactions across various applications. Major tech companies are already testing these capabilities, and further safety measures are in place to ensure responsible use as the technology evolves. Read more commentary on Platformer.

• Apple has significantly reduced production of its Vision Pro mixed reality headset due to weak demand and high pricing, potentially suspending assembly by November. Current stock levels, estimated at 500,000 to 600,000 units, appear sufficient to meet immediate demand, while Luxshare, Apple’s assembler, has scaled back production from 2,000 to 1,000 units daily. Apple plans to shift its focus toward developing a more affordable model, which is anticipated for a 2025 release and aims to attract a broader customer base. This scaled-back production reflects Apple’s strategy to balance inventory and costs while assessing demand in a market where Meta’s lower-priced VR headsets have dominated.

• Epic Games has launched Fab, a unified digital asset marketplace offering developers a centralized platform to buy, sell, and share assets compatible with multiple game engines, including Unreal Engine and Unity. Positioned as a foundational step toward an open metaverse, Fab merges resources from prior Epic marketplaces like Unreal Engine Marketplace and Sketchfab, making assets accessible across digital creation tools and future-proof for various engines. Developers can browse assets for environments, animations, VFX, and 3D models with free access to Quixel Megascans through 2024. Epic envisions Fab evolving to support other engines and platforms like Roblox and Minecraft, aiming to enhance interoperability and streamline content sharing across digital spaces. Fab’s comprehensive asset hub reflects Epic’s commitment to fostering a vibrant creator ecosystem, reducing fragmentation, and potentially paving the way for interconnected digital worlds in the metaverse.

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Other Reading…

AI

• The Startup Fueling OpenAI and Anthropic’s Coding Race (The Information)

• Google plans to announce its next Gemini model soon (The Verge)

• AI & Creativity: The Age of Amplified Imagination (Meta)

• Is AI Safety a Potemkin Village? (Asimov’s Addendum)

Gaming & Virtual Worlds

• FINRA says rules still apply in the metaverse (Cointelegraph)

• Netflix shuts down 'AAA' Team Blue gaming studio, amid gaming shake-up (Game File)

• Microsoft Envisions Every Screen as an Xbox. How’s That Going So Far? (WIRED)

• Why JOGO is spending millions of dollars to publish ‘AAA’ games on Fortnite Creative (Digiday)

• Data Deep Dive: What Are the Zoomers REALLY Playing? (A16Z Games)

• Report: How To Make An Impact With Younger Audiences (Anzu x SuperAwesome)

• NetVRk launches its AI-powered metaverse with Unreal Engine 5 graphics (VentureBeat)

• How Gamefam’s Founder Taps His ‘Inner Child’ to Bring Brands to the Metaverse (Inc.)

Web3

• Demystifying the Crypto x AI Stack (Coinbase)

• Improbable Tech Unveils Somnia Crypto: A New Era for Blockchain in the Metaverse (Coin Trust)

• Aggregation Is the Only Way to Unify Web3 (Coindesk)

On X & Linkedin…

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If you only have 2 minutes, read these takeaways:

• Digital Natives Shaping the Internet’s Future: The “YouTube generation” isn’t just consuming online content but actively shaping the technologies they interact with, influencing the Internet’s evolution. As digital natives, they experience the web as an extension of their social and economic lives, meaning that their engagement with platforms today will shape future digital landscapes.

• Rise of the Creator Economy and Mobile-First Engagement: A significant shift toward user-generated content and mobile-first experiences has emerged, especially in regions like Africa and Southeast Asia, where mobile phones are primary internet access points. Platforms like YouTube and TikTok empower young users to create, share, and engage with content, fueling the growth of a creator economy and driving new economic opportunities across digital markets globally.

• Transforming Education Through Digital and Gamified Learning: This generation has redefined learning, relying on digital platforms for self-directed and gamified education, which challenges traditional models. Platforms like YouTube, Roblox, and Minecraft offer interactive, on-demand learning experiences, democratizing knowledge and making education more accessible, especially in underserved regions. This trend indicates a future where digital, interactive learning becomes central to young users worldwide.

Children are the R&D department of the human species (as cognitive scientist Alison Gopnik states). They experiment, innovate, test boundaries, and develop new ways of interacting with their surroundings. In today’s world, their playground for experimentation has become increasingly digital. The 2.5 billion babies born since YouTube’s launch in 2005 are digital natives, growing up immersed in an online ecosystem fundamentally different from what previous generations experienced. By observing how these children use and interact with the internet, we can gain profound insights that could influence the very future of the Internet itself.

Why the YouTube Generation Matters

The "YouTube generation" is defined by its deep immersion in online video content, user-generated platforms, and a hyper-connected internet. This generation is not just passive consumers; they actively shape the technologies they engage with daily. Why does this matter? Because the internet behaviors of this generation will dictate the technologies, platforms, and innovations that dominate tomorrow’s digital landscape. As digital natives, they view the internet not as a tool but as an extension of their social and economic lives. By understanding their engagement patterns, companies, brands, and policymakers can pinpoint growth opportunities and where current systems might need to evolve. This generation is redefining the internet by how they live, learn, and create within it.

From Passive Consumers to Active Creators

A key shift brought about by the YouTube generation is the transition from passive media consumption to active creation and interaction. Platforms like YouTube, TikTok, and Roblox empower young users to not only consume content but also create and share it. This shift has birthed the "creator economy," transforming how media, entertainment, and commerce operate.

Research highlights that younger users now spend more time engaging with user-generated content (UGC) and interactive platforms than with traditional media. 70% of U.S. consumers report following at least one online creator, with much of their content consumption focused on UGC platforms. This has profound implications for brands and businesses. Companies that embrace this shift by working with creators—particularly younger ones—can unlock new ways to reach audiences, generate engagement, and foster brand loyalty. This creator phenomenon is not limited to Western markets. In regions like Africa and Southeast Asia, platforms that enable UGC have become integral to the growing digital economy.

The democratization of content creation tools allows young users in these regions to participate and contribute to the global digital economy in ways previously unimaginable. These platforms will dominate the next decade by catering to this increasingly active and creative user base.

The Future of Education and Learning

Beyond entertainment and social interaction, the YouTube generation is transforming how we think about education and learning. Traditional educational models are being disrupted in a world where answers to virtually any question are just a quick search or video tutorial away. Digital platforms now offer more personalized, on-demand learning experiences, far removed from the rigid structures of formal education systems. YouTube, for example, has become a go-to tool for self-directed learning. Millions of young people use the platform to learn everything from coding to cooking to physics.

This democratization of knowledge has profound implications for education. Platforms offering interactive, bite-sized learning experiences will likely disrupt traditional education models—especially in regions where access to quality education remains limited.

In parallel, platforms like Roblox and Minecraft are pioneering a form of gamified learning. These platforms, where users can create, build, and experiment, mimic the exploratory learning style children naturally adopt. The ability for young users to learn through play has positioned these platforms at the intersection of entertainment and education. This trend will continue to grow as gamified, interactive learning becomes a preferred method for young users globally.

Mobile-First and Global Opportunities

One of the most significant insights from observing how the YouTube generation interacts with the internet is the critical role of mobile-first experiences. In regions like Africa and South Asia, mobile phones are the primary—and often only—way users access the internet. The rise of mobile technology has opened up new opportunities for brands, platforms, and developers to engage young, digitally native users in these emerging markets. Africa, in particular, has seen explosive growth in mobile-driven internet adoption, with countries like Nigeria, Kenya, and South Africa leading the way.

Mobile-optimized platforms and localized content are essential for brands looking to tap into this rapidly growing demographic. Moreover, innovations in mobile fintech, social commerce, and mobile entertainment are already shaping the future of the digital economy in these regions. For example, mobile payment solutions and micro-transactions within gaming or social platforms are expanding economic participation and creating new pathways for both consumption and creation. The mobile-first trend highlights the importance of crafting digital solutions that cater to the specific needs of mobile users, particularly in areas with limited access to traditional internet infrastructure​.

Gaming: The New Frontier of Digital Interaction

Gaming has evolved from a niche pastime into one of the YouTube generation's dominant forms of entertainment and social interaction. Platforms like Roblox, Fortnite, and Minecraft are blurring the lines between gaming, socializing, and creating, offering young users virtual spaces where they can build communities and identities. The global gaming market, expected to surpass $321 billion by 2026, reflects the centrality of gaming in young people's digital lives.

Brands have already started exploring ways to engage with this space by creating virtual experiences and in-game events that attract millions of users. As the next generation spends more time in immersive, interactive environments, the future of the internet will increasingly be shaped by platforms that can harness the power of gaming to offer new forms of connection and engagement.

Ethical Considerations and Digital Rights

As children and young peole spend more of their time online, ethical considerations around data privacy, security, and the effects of digital engagement become increasingly pressing. The YouTube generation is growing up in a world where their personal data is constantly being collected, analyzed, and used by platforms for various purposes—often without their explicit consent or understanding. As these digital natives mature, they will likely be at the forefront of movements pushing for more substantial digital rights, data privacy protections, and more control over their online identities. Platforms prioritizing transparency, giving users control over their data, and promoting digital literacy will stand out as trusted players in the future Internet ecosystem. Moreover, businesses that emphasize ethical data practices will likely build greater trust with younger users, who are becoming increasingly aware of the risks posed by the digital economy​.

The Future is in Their Hands

By observing how the YouTube generation uses and experiences the Internet, we can gain invaluable insights into its future. This generation is not simply consuming content—they are creating it, shaping it, and demanding more immersive, interactive, and ethical experiences. As the first truly digital-native generation, they are at the forefront of shaping mobile-first, socially driven digital economies, transforming education, entertainment, and commerce in the process.

This generation is writing the internet’s future in real time. Brands, creators, and platforms that can adapt to their expectations and meet their needs will not only survive but thrive in the next phase of the digital age.

As Alison Gopnik suggests, children are indeed the R&D department of the human species, and the digital experiments they are a part of today will shape the world we all live in tomorrow. Brands, policymakers, and technologists who take notice of how this generation engages with the digital world will be better positioned to innovate and succeed in a rapidly changing global landscape.

Preparing for a Digital Future

The YouTube generation is clear evidence that the Internet’s role is evolving. What was once a tool for accessing information has now become an integral part of daily life for billions of young people. By analyzing how these digital natives engage with the web—from creating content to shaping their education and forming communities in virtual worlds—we can begin to understand the opportunities and challenges that lie ahead.

The internet is an active, dynamic ecosystem where young people explore and reshape the future. The challenge and opportunity for brands, creators, and platforms are clear: those who listen to and learn from this generation will define the next wave of innovation.

The Internet of the future will be more immersive, interactive, and user-driven, and the companies that are prepared to lead this shift will be those who understand that children are the ones driving this transformation, voting with clicks.

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Step into the future of virtual worlds with the latest episode of Into the Metaverse, featuring Yemel Jardi, Co-founder of Decentraland and Executive Director of the Decentraland Foundation. In this episode, Yemel shares his journey from early blockchain development to building one of the most influential decentralized virtual worlds. Learn how Decentraland is pioneering the open metaverse, where self-custody, user-generated content, and brand partnerships come together to create an immersive, collaborative future. Don’t miss Yemel’s insights on how interoperability and digital ownership are shaping the next evolution of the internet.

Listen Now: Spotify | Apple | YouTube

Three Key Takeaways:

1. The Power of Self-Custody: Yemel explains why self-custody of digital assets is critical for creating a decentralized metaverse, giving users full control over their digital identity and property.

2. Brands in the Open Metaverse: With partnerships from global brands like Dolce & Gabbana and Netflix, Decentraland demonstrates how the open metaverse can be a new frontier for brand engagement and creativity.

3. Interoperability as the Future: Yemel emphasizes why interoperability across platforms is essential for digital ownership, allowing users to seamlessly bring their virtual assets across different virtual worlds.

With a passion for blockchain technology, Yemel began building open-source tools for Bitcoin development in 2014 and later co-founded Casa Voltaire, which has incubated significant blockchain projects such as Decentraland, OpenZeppelin, HardHat, and Muun. He is currently the Executive Director of the Decentraland Foundation, leading the organization's efforts to build a decentralized virtual world in the open metaverse.

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• Listen: The metaverse will be built on the web.

• Read: Autonomous transportation will unlock a new (immersive) reality.

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Caught My Attention…

• A16Z’s The 2024 State of Crypto report highlights the significant growth in the crypto space, with all-time highs in usage and activity, major infrastructure improvements, and crypto becoming a key political issue ahead of the U.S. election. The report covers how stablecoins have found product-market fit, advancements in blockchain infrastructure, and the rise of DeFi. It also introduces a new "Builder Energy" dashboard, offering insights into where crypto developers are focusing their efforts. The report emphasizes crypto’s evolving role in global finance, technology, and even its potential impact on AI development.

• Google is undergoing significant internal changes to compete with ChatGPT and advance its AI capabilities. Demis Hassabis, head of Google’s AI research, now oversees the entire Gemini product, integrating both research and user-facing development to speed up improvements and avoid past mistakes. This reorganization aligns AI research and product development, similar to moves made at Meta. Meanwhile, Nick Fox, a long-time Google executive, has taken over leadership of Search, Ads, and other core products. His promotion reflects the growing pressure on Google to innovate in Search, as AI reshapes the landscape. Hassabis is also seen as a potential future CEO.

• Decentraland is launching a new desktop client on October 22, 2024, marking a significant update with improved performance, social interactions, and engagement features like Badges and Daily Quests. Alongside this, Decentraland is releasing White Paper 2.0, which reflects the platform's growth since its 2017 white paper. The updated document highlights Decentraland's decentralization ethos, empowering users with digital ownership and outlining a roadmap for future innovations, including enhanced social experiences, creator tools, marketplace improvements, and multi-platform expansion driven by its active community.

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Other Reading…

• This AI Pioneer Thinks AI Is Dumber Than a Cat (Wall Street Journal)

• AI’s real dollar cost. Don't let current AI spending confuse you (Exponential View)

• Stablecoins Are Eating The World (The Pomp Letter)

• The Second $100B AI Company. The Case for Consumer AI (Digital Native)

• Proximity to Power, The Horizon of Augmented Reality, & More Cycles for Creativity (Implications)

• Apple might release a $2,000 Vision headset next year (Tech Crunch)

• Epic wants its Fortnite-Disney metaverse project to be 'what every Disney fan has ever wanted,' but don't expect Mickey Mouse to pick up an assault rifle (PC Gamer)

• Roblox forges a marketer-friendly path with third-party partnerships (Marketing Dive)

• Ten Spooky and Fun Ways to Get Into the Halloween Spirit on Roblox (Roblox)

• How Roblox is Transforming Recruiting with Immersive 3D Experiences (Roblox)

On X & Linkedin…

Podcasts…

• Jensen Huang on the BG2 podcast with better than ever insights on the future of AI and its potential to revolutionize everything.

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Americans spend an average of 53 minutes commuting daily.

That’s nearly nine full days each year spent sitting in traffic or navigating crowded trains​. This figure can exceed 30 minutes per trip in dense urban areas like New York, while rural states enjoy more manageable commutes. But here’s the thing: the launch of autonomous transportation changes everything.

Tesla’s newly announced Cybercab isn’t just a car that will save people from road rage. It’s also an additional portal to the metaverse. I believe that autonomous vehicles will unlock untapped experience potential, with the opportunity to transform idle commute time into experiences that are productive, creative, and connected.

Bold statement: Cybercab isn’t just a ride but could become a different kind of gateway to the next stage of digital experience.

If you only have 2 minutes, read these 3 takeaways:

1. Commutes as Metaverse Portals: With autonomous transportation, travel time will transform into immersive experiences. Passengers will use commutes for virtual meetings, gaming, wellness, or learning, seamlessly switching between real and digital worlds.

2. Blurring Work and Play: The lines between work and leisure will vanish. Cybercabs will enable productive commutes, making workdays more fluid.

3. Decentralized Living and Working: Beyond the remote work trend of the COVID era, autonomous commutes will eliminate the need to live near work, fostering a more decentralized lifestyle, with the metaverse further integrating into a core part of everyday life.

Commutes as portals to the metaverse

Transportation has always been about efficiency, but the equation will change with autonomous vehicles like Cybercab. Commutes will no longer have to be dead time but an opportunity for immersion and transformation. What if the metaverse can thrive in transit? Instead of scrolling social media, imagine slipping into a spatial computing headset and commuting through a stunning virtual cityscape or attending meetings as a fully embodied avatar. Autonomous cars can turn every ride into a seamless transition between virtual worlds.

Ultimately, I believe we’re not going to just “ride” in a Cybercab but learn, explore, create, and connect in ways that were impossible when we were stuck behind the wheel. Whether we’re taking a class in a virtual classroom, brainstorming with our remote team, or meditating on a serene digital beach, Cybercabs will make it possible to optimize every moment of our commuting journey.

Autonomous vehicles like Cybercab will redefine time spent. Those 53 minutes a day? They’ll shift from passive downtime into active experiences that enhance our commuting life. To be clear, this isn’t just about entertainment - it’s about taking advantage of commute time to improve how we spend our time. Consider these possibilities for experiences to engage with during commute:

• Virtual Classroom: Learn new skills, from design to programming

• Co-working Space: Jump into VR with our team and brainstorm new ideas

• Wellness Retreat: Replace road anxiety with meditation in immersive landscapes

• Sleep! (Lol, I had to)

“Cybercabs” could allow people to move from fragmented experiences into a fluid lifestyle where physical and digital moments merge seamlessly. This way, time spent in transit will no longer be wasted but could become a meaningful part of our day, enhancing both productivity and well-being.

Is the cybercab as the new third place?

Sociologists talk about the “third place” - the social space outside of home and work, traditionally a coffee shop, bar, or gym (or Discord!). But Cybercabs will change this. The metaverse within a mobile pod can become the next evolution of the third place. Think about it - why limit social interaction to a physical coffee shop when we could meet our friends on a virtual island during your ride there? Cybercabs will facilitate the time and space to nurture social connections on the go, whether we’re attending a VR concert on the way to dinner or gaming with friends during a weekend ride.

Regardless of Cybercabs, physical and virtual worlds will no longer be separate for the next generation. They will be two sides of the same coin, and switching between them will feel as natural as flipping a light switch. Cybercabs will play a role in further making geography irrelevant, enabling connection and social interaction anywhere, anytime.

New ways of being

As people spend more time in the metaverse, their digital identities will begin to matter as much—or maybe even more—than their physical ones. Their avatar—how they move, look, and interact—might reflect a more authentic expression of themselves than their physical bodies ever could.

Because Cybercabs will provide privacy and autonomy, they will offer the ideal space to experiment with new versions of ourselves. Imagine leaving our home stressed, but by the time we reach our destination, we’ve emotionally recharged through experiences in virtual worlds and connecting with friends in joyful, immersive, fun ways. To be clear, this isn’t just escapism - it’s identity evolution. I believe that the distinction between physical and digital selves will blur over time. We’ll likely slip effortlessly between who we are in the real world and who we aspire to be in the digital one.

Merging work and play

Cybercabs will also collapse the traditional separation of work and leisure. How? Why wait until we’re at our desk to start our day when we can kick off meetings in transit? In the future, our workday will begin the moment we step into a Cybercab, and by the time we arrive, a portion of our work could already be accomplished. On the flip side, play will be just as integrated. Whether we explore an alternate universe or work out in a virtual dojo, Cybercabs will merge productivity and recreation into one fluid experience. The idea of “work hours” and “downtime” will fade away, replaced with a connected, integrated experience.

The death of the urban monopoly?

Traditionally, where people live has been dictated by proximity to work. But when Cybercabs turn commuting into a productive or enjoyable part of our day, living close to the office becomes irrelevant. This shift could further decentralize living, empowering people to move further away from expensive urban centers and choose places that align with their values and lifestyle. Combined with the metaverse, autonomous vehicles will blur the line between urban and rural living, creating communities that blend physical serenity with digital connectivity.

Acceleration of new business models

Autonomous transportation will unlock or accelerate new business models. Here are a few examples:

• Subscription-based metaverse experiences during commutes.

• Virtual pop-up stores selling digital and physical goods en route.

• Co-working spaces optimized for short bursts of productivity in transit.

• Immersive ads that blend seamlessly with our digital journey.

Just as the smartphone created industries we couldn’t imagine 15 years ago, Cybercabs will open the door to new forms of commerce that integrate with the metaverse.

A psychological shift: hyper-presence

The most profound transformation will be psychological. When every moment can be optimized - whether physically or digitally - our relationship with time and space will shift. With Cybercabs, we’ll always be in motion, both physically and virtually, creating a new sense of hyper-presence. With that, some people will feel liberated by this fluid, always-connected lifestyle. Others will find it overwhelming as the boundaries between personal space and public interaction dissolve. But one thing is sure: our perception of time, identity, and connection will change dramatically.

Cybercab as the launchpad for a new (immersive) reality

Tesla’s Cybercab is far more than a car. It enhances autonomous transportation and serves as a launchpad for the next evolution of digital experiences, where the metaverse becomes a natural extension of our lives. As people spend more time in immersive digital worlds during transit, the boundaries between physical and virtual realities will further blur. This revolution will reshape how we work, play, connect, and even define ourselves. Cybercabs aren’t just transportation - they are an additional gateway to a new paradigm where life happens across multiple dimensions simultaneously.

What’s exciting about this evolution is that the future of mobility isn’t just about getting from Point A to Point B. It’s about transforming our journey into an experience that matters.

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Dive into the fascinating world of Infinite Reality with our latest episode of Into the Metaverse, featuring an in-depth interview with Liam Broza, the Chief Innovation Officer at iR. Discover how this trailblazing company is pushing the boundaries of the web, creating immersive and social 3D experiences that redefine user interaction. Learn about Infinite Reality's journey, their revolutionary use of web technologies, and how they are shaping the future of the metaverse—all while maintaining an open and interoperable vision for 3D internet.

Listen Now: Spotify | Apple | YouTube

Three Key Takeaways:

1. The Web as the Metaverse's Future: Infinite Reality champions the web as the prime candidate for developing the metaverse due to its accessibility and scalability. Unlike conventional app-based platforms that impose restrictions and costs, the web offers a more open, viral pathway to engage users directly without intermediaries. By using web-native technologies, Infinite Reality is providing creators with a direct avenue to their audience.

2. Generative AI's Role in Content Creation: Content is pivotal for the metaverse’s expansion, and Liam highlights the importance of generative AI in bridging the content gap, especially in 3D. Infinite Reality is exploring various generative models—from text to 3D—to accelerate content creation, enabling brands and developers to transform ideas into immersive realities effortlessly.

3. The Promise of Immersive E-Commerce: Infinite Reality is keen on revolutionizing e-commerce through immersive experiences. By integrating AI-driven interactions and augmented reality, they seek to replicate the benefits of in-store shopping in a digital setting. This approach not only enhances product discovery but also personalizes the shopping journey, making complex buying decisions more intuitive and engaging for the consumer.

Liam Broza is the Chief Innovation Officer for Infinite Reality (iR), an innovation company powering the next generation of digital media and ecommerce through AI and immersive technologies. Liam leads the company’s platform team building iR Engine, a no-code cutting-edge spatial web platform that empowers creators and brands, regardless of technical ability, to build immersive web experiences with ease.

Liam has spent the last 15 years working at the intersection of spatial computing, computer vision, and data sovereignty. A lifelong engineer and entrepreneur with a deep bench of data learning and immersive computing skills, Liam co-founded, expanded, and ultimately led Ethereal Engine, a creator of end-to-end frameworks for web-first, social immersive experiences, to its successful $75 million acquisition by Infinite Reality.

Check out everything Infinite Reality is working on.
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• Listen: EP.100 “Part 2 with Matthew Ball”.

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Caught My Attention…

• Hindenburg Research published a report on Roblox, alleging inflated user metrics, child safety issues, and challenges to future growth. The report accuses Roblox of overstating daily active users and highlights safety concerns, including inadequate protections against predators and ineffective moderation. It also critiques the company’s shift towards lower-spending regions and declining conversion rates. Hindenburg questions Roblox’s move into advertising, suggesting the firm's metrics mislead investors about its audience's value. While the report touches on important issues, it is criticized for lacking contextual depth and overly accusatory. What is certain is that Roblox will continue to face mounting scrutiny as it balances safety improvements with financial goals in a competitive and regulated environment. To dive further into the topic, check these pieces:

  • Roblox accused of lying to investors about user numbers by Hindenburg Research (The Verge)

  • Roblox’s Hindenburg moment (Joost Playlist)

  • The report itself from Hindenburg

• Still on Roblox… The company partnered with WPP, one of the largest advertising agencies, as part of its expanding advertising business. WPP and its media buying arm, GroupM, have joined the Roblox Partner Program, becoming the second agency after Dentsu to participate. The partnership will focus on creating a certification program to train marketers on Roblox, forming an advisory council to develop advertising measurement standards, and hosting collaborative sprint sessions connecting marketers with Roblox developers. This partnership builds on WPP’s broader interest in immersive media, following previous initiatives with Epic Games and investments in in-game advertising networks like Anzu.

• HBO’s new documentary Money Electric: The Bitcoin Mystery, directed by Cullen Hoback, embarks on two missions: to uncover the true identity of Bitcoin’s elusive creator, Satoshi Nakamoto, and to argue why his identity matters. After years of investigation, Hoback suggests that Canadian programmer Peter Todd may be Nakamoto, presenting circumstantial evidence, such as forum exchanges and inconsistencies in Todd’s statements. Todd denies the claim, calling it a coincidence. The film also explores the significance of Nakamoto’s identity, given that he controls over a million Bitcoins worth billions, raising questions about the power such wealth confers. While the documentary stops short of conclusive proof, it rekindles curiosity about Bitcoin’s origins and the far-reaching impact of the cryptocurrency industry.

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Other Reading…

• Tesla’s Cybercab robotaxi event: the biggest news and announcements (The Verge)

• This Nobel Prize matters (Exponential View)

• Behind the product: NotebookLM (Lenny’s Newsletter)

• Where Have All the Chief Metaverse Officers Gone? (Wired)

• Zuckerberg’s metaverse is finally showing signs of life, but it’s not from VR (CNBC)

On X & Linkedin…

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If you only have 2 minutes, read these three key takeaways:

• 3D avatars are redefining identity: Avatars are becoming complex digital personas, allowing new forms of self-expression and challenging traditional views on authenticity.

• Blurring real and virtual worlds: The line between physical and digital life is fading, raising questions about trust and the potential for digital identities to mislead.

• A new digital economy emerges: Investment in virtual goods is growing, reshaping ideas of ownership and luxury while presenting ethical challenges around digital consumerism.

The internet is on the brink of a major shift. As 3D avatars move from fringe curiosity to digital norm, the web is becoming a space where reality as we know it dissolves, and our sense of self is up for grabs. People are no longer just watching content or scrolling through feeds—they embody digital identities, mingling in virtual spaces that blur the lines between the "real" and "unreal." For consumers, this means a new way to express, experience, and explore. For brands, it’s a chance to rethink everything about marketing, storytelling, and customer relationships. But what does all this mean, and where does it lead us?

3D Avatars: Welcome to Your New Digital Self

3D avatars aren’t just video game characters or Snapchat filters—they’re quickly evolving into fully realized digital personas that people use to navigate online spaces. As avatars become more customizable and lifelike, the way we present ourselves shifts from physical reality to a curated digital identity. Whether it’s a near-exact replica of your physical self, an idealized version, or something entirely fantastical, these avatars let us step into the internet in ways we’ve never done before.

According to a Roblox report, self-expression and inclusivity in digital fashion are essential for Gen Z. The vast majority of Gen Z who are active on Roblox said in a survey that they have customized their avatars, with half of them changing their avatar’s clothing at least every week.

We’re witnessing a new kind of self-expression where people can explore aspects of themselves without the physical world's limitations. Want to show up at a virtual office meeting with neon hair and wings? Go for it. Or, maybe you prefer your avatar to look like you—but taller, more muscular, and always dressed in designer wear. In digital spaces, people can be anything or anyone they want. The question is, does this newfound freedom of identity enrich our sense of self or dilute it?

Blurring the Lines: Real, Unreal, or Somewhere In-Between?

Blurring what’s real and unreal isn’t just some techie buzzphrase—it’s a fundamental cultural shift. When digital versions of ourselves can be so realistic that it’s hard to tell the difference, what does authenticity even mean? In some ways, avatars allow us to live out the lives we wish to have offline: unlimited self-expression, freedom from physical appearance biases, and boundless creativity. But it also introduces a slippery slope where digital identities might mask rather than reveal, deceive rather than connect.

Take influencers who create virtual personas to represent themselves. Some are open about it, while others blend the digital and physical to such an extent that followers might not even know what’s real anymore. Is this the next evolution of digital artistry, or just another layer of social media smoke and mirrors? For consumers, it raises questions about trust, transparency, and the blurred boundary between the people we engage with online and who they actually are.

Digital Ownership: Why Virtual “Stuff” Is More Than Just Pixels

As more people pour time and money into their avatars—buying virtual outfits, digital accessories, and even properties—the idea of ownership is evolving. We’re not just talking about buying skins in video games anymore. NFTs and blockchain tech are adding legitimacy to digital goods, making them rare and tradable. A digital jacket for your avatar in the metaverse might soon carry the same status as an iconic streetwear brand in the real world.

In the Roblox report I mentioned above, nearly 3 in 4 Gen Z say they spend on digital fashion. People are expressing themselves through their avatar style and Roblox fashion choices similarly to how they do in the physical world, with over half (53%) saying their style changes based on their mood or feelings on a particular day, and 37% changing clothing based on where they are going in the metaverse and what they are doing. Many (42%) would immediately change their clothing to try on a new purchase. Last but not least, 70% of Gen Z said their avatars dress at least somewhat like their IRL style, with equally as many (70%) saying they also get physical style inspiration from dressing their avatars.

This could completely transform the value of luxury. If the status symbols of the digital world begin to outshine those of the physical world, it flips the script on what it means to “own” something valuable. That new pair of designer sneakers? Cool. But do you have the limited-edition virtual version that only exists in the metaverse? As more of our time is spent online, this shift from physical to digital possession will reshape consumer behavior and redefine luxury as we know it.

The New Digital Playground: What’s In It for Consumers?

For the everyday user, 3D avatars open up a digital playground of self-expression. Instead of typing in a chatbox or posting selfies, people are fully “there,” inhabiting the spaces where they interact. Virtual concerts, online events, and even casual meetups are evolving into immersive experiences where avatars mix, mingle, and make the world—digital or otherwise—feel alive. Imagine going to a virtual concert where people and their friends are “there” not as usernames or profile pics but as their avatars, dressed digitally, sharing a surprisingly real experience.

But it’s not just about entertainment. Avatars let people explore new identities in ways that may not feel safe or possible in the physical world. They can be a tool for empowerment, a way to express gender fluidity, cultural experimentation, or artistic exploration. This kind of digital freedom is intoxicating, but it also carries risks. Avatars' anonymity can empower people to misbehave or manipulate, making online spaces ripe for exploitation unless platforms set up boundaries and safeguards.

What It Means for Brands: The New Rules of Engagement

The explosion of 3D avatars isn’t just a playground for users—it’s a compelling opportunity for brands willing to experiment. Think of it as the next evolution in experiential marketing, where you’re not just sending out ads but creating interactive worlds, gamified experiences, and digital goods that consumers actually want to engage with. Fashion brands are already jumping on this, with virtual outfits where users can dress their avatars across various platforms. Companies like Nike, Gucci, and Balenciaga have started to sell limited-edition virtual goods that avatars can wear, establishing themselves as pioneers in the emerging digital fashion market.

Brands that are smart about this will think beyond selling "digital products" and instead create meaningful experiences. It could be a virtual showroom where users can “try on” outfits, a branded metaverse game with digital rewards, or even an avatar-based fitness class where users’ avatars mirror their physical movements in real-time. This isn’t just about flashy tech—it’s about redefining how brands interact with their audience. The challenge lies in creating experiences that are not only captivating but also meaningful, resisting the temptation to pump out virtual products for the sake of novelty.

The Ethics of a Virtual Economy: Is It All Just Digital Excess?

There’s also a dark side to this digital playground. When every part of our digital life can be monetized—our avatars, our virtual spaces, our digital possessions—it raises the question of whether we’re just creating new forms of consumerism in spaces that used to be escapes from reality. There’s a fine line between offering valuable digital experiences and encouraging a constant need for the latest virtual goods. Brands need to be careful not to replicate the pitfalls of physical consumer culture in the digital realm, where the accumulation of digital “stuff” could become just as draining as in the real world.

The responsibility here is twofold: Platforms need to set ethical boundaries around digital commerce, and brands need to offer products and experiences that actually add value rather than drive sales. We’re entering a new phase where the digital economy has real consequences, not just for people’s bank accounts but their well-being.

The Future Is Hybrid: When Digital and Physical Worlds Merge

We’re rapidly moving toward a hybrid existence where the digital and physical are inseparably linked. Avatars aren’t going to replace reality, but they are going to expand it—whether it's for work meetings in virtual spaces, socializing at digital events, or fitness apps that bring avatars into the gym. It’s not about escaping the real world but enhancing it and adding layers to our daily lives that make things more interactive, imaginative, and interconnected.

In this new landscape, brands and consumers alike have to adapt quickly. The winners will be those who can navigate the ethics of this new world while creating experiences that feel authentic, meaningful, and—above all—human. While we should certainly embrace the possibilities, we should also ask the hard questions: How do we maintain a sense of authenticity in a world where anything can be an avatar? How do we keep digital spaces from becoming as commercialized as the real ones? And what does it mean for us, as people, when reality itself becomes a matter of choice?

We may not have all the answers yet, but one thing’s sure: the line between what is “real” and what is "unreal" is getting thinner.

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At Meta’s recent Connect conference, Mark Zuckerberg unveiled the company’s latest leap into the metaverse: Orion, augmented reality glasses that seem to bring the digital and physical worlds closer than ever before. While still in the prototype stage, Orion’s sleek design and impressive functionality, controlled via a wrist-based neural interface, demonstrate how quickly the metaverse is becoming a reality. But as exciting as this technology is, it also raises significant concerns. Orion is not just a futuristic gadget but also a wake-up call for regulators and policymakers.

The metaverse and the extended reality technologies that will power it are evolving rapidly. While artificial intelligence has dominated the conversation around tech regulation, AR and VR technologies are swiftly catching up. Should companies like Meta succeed in integrating AR seamlessly into everyday life, we must address the privacy, safety, and ethical issues surrounding these devices before they hit the market.

A Glimpse Into the Future: Meta’s Orion Glasses

When Zuckerberg took the stage at Meta’s Connect conference to showcase Orion, he wasn’t just demonstrating a new gadget; he was unveiling a vision for the future of digital interaction. Unlike the bulky headsets of previous iterations, Orion glasses resemble everyday eyewear, making them far more approachable for consumers. Imagine walking down the street while virtual elements such as directions, notifications, or even video calls seamlessly appear in your field of view. No more clunky visors or handheld controllers - just sleek glasses powered by a neural interface worn on your wrist.

This technology feels like something out of science fiction, yet it’s closer to reality than many might think. However, Orion’s real innovation isn’t just the hardware—it’s the potential to fundamentally change how we interact with the world around us. As always, with great innovation comes great responsibility.

The Privacy and Security Risks of XR Technology

While Meta’s AR glasses might offer a glimpse into the future of connected experiences, they also spotlight some critical regulatory challenges. Orion isn't available for purchase yet, but the technology underpinning these devices—such as front-facing cameras, GPS, and cellular data capabilities—raises significant privacy and security concerns.

By their very nature, AR devices are designed to capture vast amounts of data. This includes not just user data but potentially everything and everyone in the user’s immediate surroundings. The idea of a device that can record, analyze, and integrate information in real-time while worn inconspicuously is a privacy nightmare waiting to happen. Imagine attending a private event where someone’s glasses quietly record every detail. Such a scenario may sound far-fetched now, but with Orion’s capabilities, they could soon be everyday occurrences.

In Derek Robertson’s Politico piece, I was quoted as warning that regulators must take notice. The data-driven nature of AR technologies, like Orion, should push policymakers to prepare for the potential risks before these products go mainstream.

The Shift in Focus from AI to XR

While artificial intelligence continues to capture the attention of regulators and policymakers worldwide, extended reality technologies are advancing just as quickly. Yet, the regulatory conversation around XR needs to catch up. AI is powerful and has its own regulatory challenges, but AR devices like Meta’s Orion introduce a new layer of complexity because they blur the lines between digital and physical privacy. What happens when you’re no longer interacting with a screen but with the world around you that’s augmented by digital information?

This is why XR advocates call for comprehensive privacy laws that address the unique risks posed by these technologies. Meta’s Ray-Ban smart glasses already sparked controversy over privacy violations, allowing users to record videos discreetly. As AR glasses become more sophisticated and widespread, the potential for misuse grows exponentially. Facial recognition technology embedded in everyday glasses could lead to widespread “doxxing”—the act of revealing someone’s private information without consent. And while companies like Meta insist that certain features, such as facial recognition, violate their terms of service, that’s unlikely to stop determined developers from creating software that skirts these rules.

It’s no longer just about privacy but safety, consent, and transparency. If AR technology is to become part of our daily lives, we must establish clear guidelines and safeguards sooner rather than later.

Companies and Regulators Must Work Together

As XR technologies like Meta’s Orion glasses inch closer to mass adoption, the need for collaboration between companies and regulators is becoming more urgent. The stakes are high: failing to regulate XR properly could lead to a society where privacy is a thing of the past, personal data is collected without consent, and safety risks are magnified in ways we have yet to understand fully. However, this is more than just the responsibility of regulators. Companies, too, must play a proactive role in addressing the potential risks of their innovations. Statements alone won’t be enough. There needs to be a genuine partnership between tech companies, regulators, and advocacy groups to ensure that the metaverse is built on principles of privacy, accessibility, and safety.

Regulating AR and VR technologies is an enormous task. Unlike other digital products, AR integrates deeply into the physical world, raising questions about balancing innovation with individual rights. How do we ensure that users know what data is being collected? How do we protect non-users from being unknowingly recorded? These questions need answers quickly before XR technology like Meta’s Orion glasses becomes as ubiquitous as smartphones.

What’s Next for XR Regulation?

The challenges associated with AR and VR technologies will only intensify as the metaverse continues to take shape. While Meta’s Orion glasses offer an exciting glimpse into the future, they also underscore the need for comprehensive regulations to protect privacy, ensure security, and prevent abuse.

In the coming months and years, we will likely see more XR devices enter the market, each more powerful and immersive than the last. Regulators must act swiftly to develop frameworks to keep pace with this rapid innovation, ensuring that XR technology enhances our lives without compromising our safety or privacy. The future of the metaverse is thrilling, but it will require careful regulation to ensure that it’s a future we all want to live in and be a part of.

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Caught My Attention…

• Blizzard Entertainment, once hailed as the "Pixar of video games," built an impressive legacy through hit franchises like Warcraft, Diablo, StarCraft, Hearthstone, and Overwatch, each of which became a cultural phenomenon. The company’s success stemmed from core principles like prioritizing players over profits, only releasing games when ready, iterating on existing genres, and constantly playtesting their projects. However, Blizzard’s fall from grace in recent years has overshadowed its contributions to gaming, writes Jason Schreier from Bloomberg. Despite setbacks and project cancellations, Blizzard's focus on quality and innovation helped shape the gaming industry, leading to its eventual acquisition by Microsoft in a $69 billion deal.

• Heidi Klum, inspired by her daughter Lou’s experience with virtual fashion games, has launched her own inclusive game, Modelverse, on Roblox. Partnering with Supersocial, Klum aimed to create a platform that allows for diverse body types and creative expression, addressing her concern that existing games promote a narrow beauty standard, writes Adriana Lee of WWD. In Modelverse, players can design avatars with various shapes or even as whimsical characters like marshmallows or sausages and compete in catwalk competitions judged by Klum and the Roblox community. Unlike other virtual spaces, Modelverse focuses on creativity and community over commercialization, allowing players to carry their virtual fashion across the Roblox platform's millions of experiences.

• As major sports brands explore the metaverse, live sports may help drive broader adoption of virtual worlds, writes Alexander Lee from Digiday. While the hype around the metaverse has cooled since its peak in 2021-2022, recent developments—such as Major League Baseball (MLB) allowing NFT avatar holders to attend and watch games in a virtual stadium—show new potential for brand engagement. For a recent Tampa Bay Rays vs. Detroit Tigers game, fans could view the action in real-time within a virtual ballpark, an experiment MLB sees an opportunity for fans and advertisers alike. Though the initiative is still in its early stages with modest user numbers, it signals future revenue potential through sponsorships, branded experiences, and even virtual ticket sales. While the NFL and other sports organizations also invest in their metaverse presences, MLB is the first to broadcast a real-time virtual game. For now, these efforts target younger audiences, but the growing integration of live sports into virtual worlds suggests that broader engagement across demographics may not be far off.

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Other Reading…

• An ambitious competitor to The Sims is in the works, for some personal reasons (Game File)

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• Hasbro is bringing classic board games to Fortnite, starting with Clue (The Verge)

• Qualcomm and Epic Games Partner to Elevate In-Vehicle User Experiences with Unreal Engine and Snapdragon Digital Chassis Solutions (Qualcomm)

• Heidi Klum and Supersocial Bring the Runway to Roblox with the Launch of "Modelverse" (Supersocial)

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