Metaverse – the new marketing universe

TLDR

The Metaverse, a digital replica of physical work environments where users interact as avatars, is rapidly gaining popularity among major global brands. This study presents and explains the Metaverse concept, exploring its building blocks and functionality through a case study. The authors use the Nike–Roblox case study to explain the Metaverse concept and examine customer benefits provided by the Nikeland project. The Nike–Roblox case study shows that virtual platforms, content services, and consumer/business behavior are key building blocks, suggesting that widespread adoption by regional and local brands will position the Metaverse as a transformative 3D marketing platform that will profoundly reshape corporate marketing and communication.

Abstract

Purpose This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet. Especially, the paper explores the “building blocks” of the Metaverse and how it is functioning in a case study. Design/methodology/approach The Metaverse concept is explained by the Nike–Roblox case study, where the authors explore the customer benefits, that are provided by the Nikeland project. Findings The Nike–Roblox case study is showing that virtual platforms, content services, consumer and business behavior are the most important and visible “building blocks” to the Nikeland visitors (customers) in the Nike–Roblox alliance. The Metaverse is gaining popularity among the big global brands. It is expected that the big breakthrough for Metaverse will happen when the next layer of brands, the regional and local brands, will start penetrating the Metaverse. Originality/value Metaverse will be the new future marketing platform for presenting and giving life to all kinds of brands in the 3D interactive digital space. Metaverse is a digital copy of how we are working in the physical world. In this 3D digital space, the users can come together via avatars that resemble them. This will have an enormous effect on how companies will use the marketing function and how we will communicate with each other in future.