We're entering phase 2 of brands connecting with digital natives in 3D virtual worlds.
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We're entering phase 2 of brands connecting with digital natives in 3D virtual worlds.
In phase 1 we have seen brands establishing their presence mostly in the form of events or activations that are time based or that are persistent but with limited investment in live ops. We also saw investment by brands coming mostly from marketing teams who are approaching these activations in a similar way to marketing campaigns.
All makes sense in the context of how early we are with the emergence of a new category - immersive media. As part of wave 1, we’ve seen great case studies emerging on Roblox, such as NARS Color Quest (built by Supersocial), All Yoga (built by Sawhorse), Vans World (built by The Gang), and more.
We are entering phase 2 with brands becoming much more sophisticated in not only how they approach investments in connecting with new audiences on new platforms but also, and perhaps more importantly, in how they measure success and how it all fits into their overall business objectives.
We are also seeing certain brands who are building dedicated teams that are focused on gaming/metaverse/web3. The importance of seeing these teams built internally are directly correlated to an important trend - brands starting to think about persistent, live operated virtual worlds which will anchor their presence on platforms like Roblox and ensure that their investment is long term and leads to meaningful outcomes for the brand and the communities they serve.
As part of wave 2, we’re already seeing great case studies emerging on Roblox, such as Supercampus by Walmart (built by Supersocial), NHL Blast (built by The Gang), Twice (built by Karta), and more.
Further in the context of Roblox, we talked about the above in the terrific panel during Roblox's recent developer conference - check out the YouTube:
Yon is the founder of CEO of Supersocial, an innovator and leading developer, publisher and technology company focused on virtual worlds. Thank you for subscribing to Into The Metaverse. We grow when readers who appreciate our work spread the word.