Many company employees have the same routine: enter the office, chat in the coffee shop, or spread out on the sofa in the lounge, wait for everyone to arrive, and then go to the regional leader’s office for a meeting before the day begins. . Staying at home – meeting at metaverse from the company.
According to Luiz Guilherme Guedes, CEO and founder of Grupo Epic – a creative economy ecosystem focused on the market of geeks and gamers made up of seven startups – it’s now said whether conferences will eventually migrate to this virtual space yet. It’s too early, but he said today, in the first phase of the experiment, the solution makes up for what remote work creates: the need for conviviality.
“The idea of creating the virtual world of the office came about when we realized that teams didn’t want to go back to face-to-face. In fact, 70% of Gen Y and Z didn’t want to go back to face-to-face, which is digital nomads,” he explained. road. “We said OK, we’re not going to reopen offices, but we’re not going to miss social events either.”
Since the gaming world is their beach, the company has developed a gamified 2D platform that can even be accessed from mobile phones with 3G internet and fully reproduces the physical version of Epic’s offices. It has a cafeteria with stress-relief games, training rooms, individual and meeting rooms, and even “the mascots of the house” – the dog Luna and the cat named Luke, who exist in real life and in virtual Interact with avatars in the world of collaborators and guests.
The idea worked so well that clients started hiring them to create their own company metaverses. Since August, 130 have been designed for organisations as diverse as Warner Bros, TV Globo, Bosch, Tim, Gerdau and Golden Cross. The corporate-level metaverse also addresses issues of incentives, content retention, and internal communication, Guedes explained, noting that corporate training engagement rates were not high (28%) prior to the pandemic, with social distancing.
Another perception he highlighted is that people, especially the younger generation, have their cameras turned off in virtual work meetings via “traditional” platforms, but always on in online games like Fortnite and Roblox. “Studies have shown that interactions in virtual worlds increase human empathy in communication by 70 percent,” observes Guedes. “Three minutes later, your subconscious mind believes you’re there, and that’s hormonally relayed to the brain. It creates a sense of tribal belonging.”
He also revealed interesting differences in how different generations use the corporate metaverse. Half of the 130 models Epic has created to date have gone to companies whose teams are mostly Gen X, while startups and tech companies are crowded with Gen Y and even Gen Z.
“We’ve noticed that Gen X is using it on time for meetings, events, design thinking, mentoring. It’s done, it’s gone,” he describes. “Gen Z does everything. There’s Pikachu on the table, watering the plants, opening Gmail from the metaverse’s own computer. They’re people with a gaming mentality by nature, used to the concept of being online full time.”
With the corporate environment increasingly moving towards the metaverse, Like Marketing is about to implement the solution, but is still researching the best options. “We want to be modern because we use technology. But we’re afraid of being intrusive,” thinks company founder Rejane Toigo.
“Like has 54 employees, most of whom have been working from home before the pandemic. We’ve been careful not to take control of the team and wonder what everyone is doing when working remotely,” he said. “Every department has its deliverability, and if the person can do it in three hours, it’s better for them. They have more time available.”
With these precautions in mind, she said two collaborators are already studying and evaluating the idea at Escola do Metaverso. “I think meetings, especially metaverse coexistence, shared decision-making, can contribute a lot to the development of a company’s environment and culture,” she stressed. “It’s a way, for example, that the people we hire in Orlando understand the environment and the company’s values, our egrégora.”
The CEO said Meta’s virtual world, Workrooms, is one of the alternatives on the desktop, but because it requires certain devices to be fully immersed, such as good internet and Quest 2 virtual reality glasses, there are concerns that are on the agenda. Accessibility, in case a collaborator is in a very remote location. “There, an inclusive goal ends up being exclusive,” he reflects.
For Tania Vicente, head of the Brazilian State of Santa Catarina Digital Agency Association (Abradi-SC), the metaverse is important for interacting with customers from other countries or far from home Brazil. She said the team has been meeting in the studio.
“You pick a room, customize it with your logo and hold a meeting. Internally, we handle the tools and know how to behave internally. Externally, it’s all there because many of our clients are from abroad,” he explained. As the demand advanced, she herself entered the exclusive postgraduate degree of Metaverse. “The idea is that by the end of the year, the agency will be immersed in this new world and updated in various ways,” he explained.
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In the case of VCI Digital, all team meetings from the VC ONE Connectivity Solutions group have been held in the company’s own metaspace. CEO Pablo Martin Ayerza said: “We have offices in an immersive platform with all the characteristics of our physical offices – presentation sections, meeting rooms, voice zones and more.”
They also tried using Mark Zuckerberg’s giant’s virtual reality (VR) glasses to make meetings 100 percent immersive. “Compared to other virtual ways of working remotely, immersive spaces have a range of features and productivity tools that transform meetings into unique, incredible and completely different experiences,” he said.
Among the resources available, the CEO highlighted hand-tracking technology to point, type, give a thumbs up and even celebrate the completion of a project, and spatial audio enhances the realism of hearing as the volume automatically adjusts based on the sound of the person in the area. Location of locations, and a shared interactive whiteboard to idealize or enhance brainstorming with schematics and drawings.
For those who don’t wear glasses (on the Internet, prices range from 2,500 reais to 4,000 reais), Ayerza said the platform also allows participation via video conferencing. “This is a great opportunity to connect teams, increase meeting productivity and experience some of the benefits of the metaverse concept in working relationships,” he defends.
Meetings and events in a virtual world
Júnior Rodrigues, founder of Gespro, a training and consulting firm dedicated to agile and digital transformation in companies, said people were tired of too many online meetings and lives when everything moved online. In his company’s case, the solution is to bring seminars to the virtual world.
“Precisely to meet the need for intimacy between people. In addition to using a fun environment, the fact that you can participate by placing yourself in an avatar through the appearance of the game promotes a larger and more interesting integration,” he observes . “It becomes more productive because when people see themselves as a physical place, they end up interacting more, they get more attention. The details of the 2D platform break down barriers and allow us to be able to reach a larger audience,” added.
With the success of Gespro, he also decided to submit the proposal to iLAB, a multinational company with a team of 90 people in the Brazilian branch, where he is the head of agility and operations. “We use it for a variety of actions, from bi-weekly senior and middle management meetings to meetings with clients. We also host monthly iLAB Talks, which bring together professionals from the market and our interns to discuss A specific topic. It usually has 70 to 80 viewers participating and asking questions. These events end up being more fruitful and dynamic in the metaverse,” he noted.
In the case of economist and systems analyst José Maria de Melo Junior, the experience of using the metaverse is more avant-garde. He is a federal civil servant under the Ministry of Justice of São Paulo and assigned to the Federal Highway Police (PFR) in Ceará. He happened to see a cousin’s post on social media about a meeting in the metaverse of the company he worked for and came up with the idea to bring the solution to PRF.
“Since the pandemic, we’ve been looking for alternatives to boring meetings through Google Meet or Zoom,” he said. “I presented the Metaverse proposal at our management meeting, and despite some distrust and even skepticism about how the work was done, given that in public management things happen in a more rigorous and formalized manner, the staff opened up” for the experience. So, I decided to start with the work of uniting the extremists in this country because we are a state institution. ”
Changes in way of thinking
In addition to being a pioneer in the field of public administration, the space has a variety of teaching resources to support the full experience of team training, interaction and integration between servers and employees, he said.
“Plans to formalize a calendar of training and integrated events, continuous access to servers from other and regional agencies, and lectures and events on topics such as logistics, tendering, contracts, equity, public accounting and budgeting and financial execution,” the server is excited. “The Metaverse Office is year-round, synchronous, and persistent. It’s there, 24 hours a day, for anyone who wants to use the platform.”
However, as with any mindset change, Melo says virtual offices require persistence and adaptation. “The nuances of the gamified experience bring a great deal of adaptability and a little squeamishness to the youngest of Gen X and Baby Boomers,” he analyzed. “But more and more ministries like intelligence, policing and inspection, contracts, administration and finance want to understand, stick to, train with teams, mainly to reduce national distance.”
Using the selection process for avatars
Beverage giant Ambev is another company favored by Metaverse, but with specific moves. In April, the company launched the first selection process for a black-specific internship and representation program in a virtual world. All stages are 100% online, with interactive games within the developed platform to interact with candidates.
In the final stage, they were directed to the Ambev Expo, where the avatars participated in the dynamic and interacted with each other and with the members of the company. To create avatars, the platform offers more than 20 million customization possibilities, including different types of hair, clothes, accessories and skin tones. Additionally, it is possible to talk to NPCs (non-playable characters) representing Ambev’s employees.
“It was an opportunity to understand the production chain from site to glass, through explanatory text, interactions and videos, with the participation of Ambev employees from different fields in the digital version,” commented Camilla Tabet, Director of Personnel and Management at Ambev. Brazil. “This is a great example of how technology can make the hiring process more dynamic and in line with the current moment in which our talent is increasingly immersed in the digital world.”