Yon's weekly pulse on the next Internet
Epic Games and LEGO Group launch LEGO Fortnite; Long live the 3D Internet; More brands and artists are launching Roblox experiences; and a fantastic podcast episode with Rec Room's Head of Creator
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Into The Metaverse EP.82: Creation, Expression and Connection in an Avatar based 3D Internet with Morgan Tucker - Head of Creator, Rec Room
The Big Story
LEGO Fortnite is live - an all new survival crafting game in Fortnite. This is the first play experience to come from the long term partnership between Epic Games and the LEGO Group to develop fun and safe digital spaces for children and families.
LEGO Fortnite is built inside Fortnite and powered by Unreal Engine 5, taking advantage of features such as Chaos physics and destruction to give players the ability to place, connect and break apart bricks just like they would in the real world.
Here’s what the respective company leaders had to say:
Niels B Christiansen, CEO of the LEGO Group:
“Our partnership with Epic Games is focused on developing digital play experiences that are designed to be fun and safe, and have the potential to bridge the worlds of physical and digital play to inspire kids. Together with Epic Games, we are building digital worlds designed with kids in mind from the outset - we hope other creators and brands are inspired to do the same.”
Tim Sweeney, CEO & Founder of Epic Games:
“LEGO Fortnite offers players a new way to express themselves through worldbuilding and is an important step forward in the evolution of the Fortnite ecosystem. We look forward to continuing to partner with The LEGO Group to build immersive digital play spaces that are fun for kids and all types of players.”
Excellent commentary on this by my fellow builder Dylan Collins on, and for a recommended review of the game itself, check The Guardian.
Reports on the death of the metaverse have been greatly exaggerated. If anything, I’d argue that 2D is dead, and long live the 3D Internet.
I believe that the transition of the Internet from 2D to 3D presents the greatest opportunity to improve the way people connect, communicate and express themselves online. Even more importantly, regaining control of civility online which we certainly lost to some extent over the past 165 years with social media. With more than 600 million people already engaging with 3D social platforms each month, it is clear why iconic brands such as Gucci, Walmart and e.l.f. Beauty established persistent worlds on Roblox.
Dear CMOs, while I’m aware that virtual worlds might look like a "toy" at the moment given Roblox's prominent role, I am nonetheless more bullish than ever before that as part of your digital transformation and investment in the future of marketing, you must recognize the power of next-gen platforms like Roblox and the instrumental role it plays in empowering youth to connect and express themselves in 3D social platforms, and very soon, shop!
Other bits that caught my eye…
Virtual Worlds & Gaming
Reebok and Adidas launch digital wearables as sports brands jostle for the metaverse (AdAge). More about the Adidas launch on Roblox here (Adidas Blog), and Reebok’s announcement here (WWD)
Cher Is Heading to the Metaverse With ‘Christmas’ Roblox Event (Billboard). Nicki Minaj and and Olivia Rodrigo also launched pop-up experiences on Roblox.
2024 Roblox & Brands Predictions (Metaverse Marcom)
The fashion exec’s guide to gaming (Vogue Business)
A comprehensive metaverse might be a long way off, but the industry’s biggest player is trying to plant its flag in the American education industry right now (Politico)
- ). By the way, GTA 6 video reveal gains viewers faster than any game trailer in history (Gamesindustry)
Media Executives Covet Games, but Are Ill-Suited to Run Them (The Information)
Introducing Gemini: Google’s newest and largest AI model (Google Blog)
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