What is the metaverse?
Posted: Wed Sep 24, 2025 11:13 am
This virtual world has its own economy, allowing users to earn and spend money. There is no limit on the number of participants.
Some of the most famous and popular metaverses include:
Roblox,
Cryptovoxels.
Metaverses + Marketing – What Could Happen?
New technologies are opening up new creative avenues for marketers, allowing them to finally move away from tired and hackneyed formats.
Major brands, including fashion houses and panama telemarketing database technology and automobile manufacturers, have already experimented with this approach. We've selected three of the most popular formats for promoting brands in the metaverse and supported them with case studies.
1. Events
Back in 2019, two years before Zuckerberg's announcement, DJ Marshmello performed in the metaverse. He held a concert on the Fortnite platform, attracting over 10 million attendees. Gradually, other global stars joined the meta-events:
Justin Bieber ,
Snoop Dogg .
The latter, by the way, plans to create an NFT label.
Another option for holding meta-events is presentations. For example, in 2022, Samsung decided to showcase its new smartphone in two worlds: the real world and the virtual one. They created a store in the metaverse and held the event there . It wasn't perfect, but the event was successful, and Samsung attracted attention.
In 2022, Hyundai used Decentraland to launch the Creta in Uruguay. And it worked: within the first three hours, the event attracted 20,000 participants, and users were so active in mentioning the unusual campaign on Twitter that it became a trending topic.
Of course, fashion houses weren't left out either: in March 2022, the first-ever metaverse fashion week took place at Decentraland . Dolce & Gabbana presented its collection there.
2. D2C and D2A
The new virtual world has its own economy. This allows people not only to earn money but also to spend it. This gives brands multiple opportunities to sell their products: both physical and digital.
The first interaction model is D2C (Direct-to-Consumer). Users can experience and purchase a product virtually and then use it in real life. For example, H&M gave its customers the opportunity to browse products in the CEEK City metaverse, creating a true 3D shopping experience .
By the way, this digital store is open 24/7.
The second interaction model is D2A (Direct-to-Avatar). In this case, users purchase items to use in the virtual world. The most common implementation is accessories for in-game characters.
For example:
Gucci x Tennis Clash ;
Louis Vuitton x League of Legends .
3. Communicating with the audience and placing advertisements
Users are tired of classic advertising formats; they simply don't notice them. And it's the metaverse that allows brands to approach things from a different angle. Not just advertise a product, but start communicating with the audience:
find out her interests,
talk about the product and the values of its producers.
Sports brands have several interesting examples. For example, Nike launched Nikeland , a virtual world featuring various sports. Users play while simultaneously discovering Nike products.
Vans has focused on one sport unique to the brand: skateboarding. That's why a unique skate park was added to Roblox in 2021. Visitors can skateboard, perform tricks, earn bonuses, and create custom sneakers.
Some of the most famous and popular metaverses include:
Roblox,
Cryptovoxels.
Metaverses + Marketing – What Could Happen?
New technologies are opening up new creative avenues for marketers, allowing them to finally move away from tired and hackneyed formats.
Major brands, including fashion houses and panama telemarketing database technology and automobile manufacturers, have already experimented with this approach. We've selected three of the most popular formats for promoting brands in the metaverse and supported them with case studies.
1. Events
Back in 2019, two years before Zuckerberg's announcement, DJ Marshmello performed in the metaverse. He held a concert on the Fortnite platform, attracting over 10 million attendees. Gradually, other global stars joined the meta-events:
Justin Bieber ,
Snoop Dogg .
The latter, by the way, plans to create an NFT label.
Another option for holding meta-events is presentations. For example, in 2022, Samsung decided to showcase its new smartphone in two worlds: the real world and the virtual one. They created a store in the metaverse and held the event there . It wasn't perfect, but the event was successful, and Samsung attracted attention.
In 2022, Hyundai used Decentraland to launch the Creta in Uruguay. And it worked: within the first three hours, the event attracted 20,000 participants, and users were so active in mentioning the unusual campaign on Twitter that it became a trending topic.
Of course, fashion houses weren't left out either: in March 2022, the first-ever metaverse fashion week took place at Decentraland . Dolce & Gabbana presented its collection there.
2. D2C and D2A
The new virtual world has its own economy. This allows people not only to earn money but also to spend it. This gives brands multiple opportunities to sell their products: both physical and digital.
The first interaction model is D2C (Direct-to-Consumer). Users can experience and purchase a product virtually and then use it in real life. For example, H&M gave its customers the opportunity to browse products in the CEEK City metaverse, creating a true 3D shopping experience .
By the way, this digital store is open 24/7.
The second interaction model is D2A (Direct-to-Avatar). In this case, users purchase items to use in the virtual world. The most common implementation is accessories for in-game characters.
For example:
Gucci x Tennis Clash ;
Louis Vuitton x League of Legends .
3. Communicating with the audience and placing advertisements
Users are tired of classic advertising formats; they simply don't notice them. And it's the metaverse that allows brands to approach things from a different angle. Not just advertise a product, but start communicating with the audience:
find out her interests,
talk about the product and the values of its producers.
Sports brands have several interesting examples. For example, Nike launched Nikeland , a virtual world featuring various sports. Users play while simultaneously discovering Nike products.
Vans has focused on one sport unique to the brand: skateboarding. That's why a unique skate park was added to Roblox in 2021. Visitors can skateboard, perform tricks, earn bonuses, and create custom sneakers.