Metavers - a real challenge for brands

Metavers is not a new idea - the term has been around since at least the early 1990s. However, utopia has never been so close to becoming reality. Between hopes and fears, all companies are preparing for it.

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Understanding metavers

The word "metavers" is a contraction of "meta" and "universe". It's a virtual universe, a world within the world, where our avatars can move around, interact and engage in all kinds of activities in virtual 3D spaces... Described in this way, the metaverse ultimately appears as the mass-market continuation of online video games (a perfected version of the famous Second Life), and some are already presenting it as the future of the Internet.

There will therefore be not one, but several metavers proposed by different economic players, both public and private. Today, the most ambitious company in this field is Facebook, with its "Horizon Worlds" project. Currently only available in North America, this metaverse should arrive in France before the end of 2022. Facebook believes so strongly in this concept that the company has changed its name to "Meta". At the same time, French company Jamespot has launched its own professional metavers. And this is just the beginning...

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A new horizon for luxury and fashion

Fashion show, boutique, press conference, presentation of a new product or collection... Any element of our real world can have its equivalent in the metaverse... and then some! Because in the metaverse, the constraints of the physical world no longer exist. Brands will have to learn to master these infinite possibilities, for example by inventing new forms of communication. In the metaverse, advertising isn't limited to billboards. Your brand's image can be promoted by a character, a specific location (such as a virtual boutique), a fun event in which your customers can take part...

Last but not least, metavers offer opportunities for concrete commerce, since monetary exchanges are generally permitted. In fact, it's in metavers that NFTs (unique virtual products, impossible to copy) take on their full meaning and value.

For consumers and brands alike, this is a new playground.

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