Digital decisions: brands in the metaverse


Sarah Speight

Digital decisions: brands in the metaverse

thinkhubstudio /

As we grapple with this brave new world, how should brands ready themselves for playing—or not playing—in this emerging market? Sarah Speight reports.

The concept of the metaverse has been explored in books, TV and film for decades. Think Ready Player One, The Matrix and Avatar.

But these fictions hint at a reality that is gathering pace, spurred by online gaming and the development of virtual and augmented reality technologies.

Meanwhile, blockchain technology—a decentralised digital ledger which enables cryptocurrencies such as Bitcoin—has facilitated the growth of non-fungible tokens (NFTs).

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