It’s no longer a secret that Gen Z and Millennials are deeply immersed in the virtual gaming and avatar world of the metaverse.
In case you don’t already know, the metaverse is not a completely joined-up digital space, but a variety of games like Roblox, Fortnite, Minecraft and other virtual realities where young people have lives as real as physical ones.
2022 has been an especially important year for brand experiences in the metaverse because the opportunities for young consumers to shop and play with brands, have multiplied.
Each brand is finding its own path into virtual worlds; while some started with buying avatars and progressed to games and challenges, several have now expanded into large-scale digital experiences such as concerts and awards shows, and it’s working.
YPulse’s metaverse trends report explains that nearly 60% of 13-39 year olds agree that brands need to interact with virtual worlds to stay relevant.
Generation Z is more likely to create avatars and hang out with friends in these virtual worlds, making them a key target for virtual shopping and events. On the other hand, Millennials are more comfortable with buying cryptocurrencies and NFTs.
Regardless of generation, 84% of virtual world gamers have or are interested in participating in a branded event in the virtual world. And as brands try to reach them, branded events in the metaverse continue to evolve.
Here we share with you three ways virtual experiences in the metaverse are making your younger audience fall in love:
Dressing avatars in clothes they can wear in the physical world.
The options for buying your avatars have only gotten bigger. Brands like Forever 21, PacSun and Boohoo created fashion accessories that were so successful that they were soon followed by real-life items for players to twin with their avatars.
Some retailers are creating their stores through ComplexLand, a “digital mall” that houses stores, NFTs, games, among other experiences.
There are opportunities for brands to succeed in shopping experiences without establishing virtual worlds of their own.
Brands create their own worlds within worlds.
ComplexLand is just one all-inclusive space, as several brands have joined the metaverse by creating their own world maps.
By having this space, they also have the opportunity to host smaller experiences within it.
Luxury brands like Gucci are reaching out to people who don’t buy luxury goods in real life through their virtual world Gucci Town, which started as a pop-up, but is now an entire plaza in Roblox complete with games, hangout cafes and, of course, stores.
Metaverse events are now a new category of entertainment.
In recent years, the metaverse has grown to host more than just games and stores, now expanding to the creation of metaverse events.
68% of Generation Z and Millennials say they are interested in attending a virtual event.
Roblox has signed several partnerships with music companies like Sony and BMG to make metaverse events something artists can benefit from as they become more frequent and popular.
MTV’s Video Music Awards are recognizing a “Best Metaverse Performance” category this year, with nominated performances occurring in metaverse games.
Are you ready to reap the benefits of the Metaverse and NFTs? Let’s Talk!
If you enjoyed this blog, we recommend: We explain how to connect with Gen Z on social media.
Source: YPulse
