Metaverse, People and Brands – Meio & Mensagem


May 17, 2022 – 6:00 am

The Metaverse is a reality under construction. More and more brands and people are venturing into this digital environment and, over time, discovering its nearly endless capabilities and possibilities. We are witnessing the birth of a form of connection between the real and the virtual, in which people and characters (avatars) will be able to live, interact and build relationships.

Adidas is one of the brands that already exists in the Metaverse (Image: Reproduction)

As with any disruptive technology, no one knows for sure how far our experience with the metaverse will go. Some say we’re heading towards a reality similar to Steven Spielberg’s Player Nº 1 (2018). In an episode set in 2045, most humans reject the “concrete” world and seek refuge in the virtual reality of video games. Others claim we’re heading in the direction depicted in Spike Jones’ film Her (2014), in which a lone writer develops a love affair with an operating system that communicates only through voice.

Both are sci-fi scenarios and thus exaggerate aspects of reality to stimulate our thinking. What seems more concrete, however, is that in a short period of time, we will have virtual relationships and friendships, mediated by avatars, that are just as meaningful as the ones we cultivate in the real world.

This is a valuable space that brands can take advantage of. Today, companies can create characters that embody company values ​​and messages. In the virtual world, these characters will be able to develop a direct and human relationship with the public, significantly strengthening their connection with consumers. In other words, a company with face and personality is more likely to have strong relationships with customers. This is a campaign already in Via.

CB fans become Casas Bahia fans and vice versa. Followers of virtual content creators become customers of the brand and build relationships of friendship and affection, interact with characters online, establish conversations, and share experiences. CB is Brazil’s first “non-human” streamer and shares the screen with pro Nobru, considered the best Free Fire player in the world. Thousands of fans watched and cheered CB’s performance even though they knew he was a fictional character.

The world of gaming and digital entertainment is particularly attractive to these experiences that pave the way for our integration into the metaverse. Not only because of a “common language” – for example, based on avatars and virtual characters – but also because of some of the social-emotional values ​​and skills that games inspire: cooperation, shared purpose, overcoming, collective awareness, growth mindset, etc. . for social interaction The creation of virtual environments (metaverses) is based on these same general principles.

In short, we live in the “test phase” of the metaverse. There are still many challenges to overcome – from the technical challenges associated with ensuring the processing power required for this new digital ecosystem to function, to the ethical challenges. However, even in this still-under-construction environment, we can already clearly see that integration with the Metaverse means more than just “transferring” people and brands to the digital world. In fact, it’s about realizing the full potential of the digital world so that from there we can better reshape our own reality in the physical environment.

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