The Daily Scoop: The metaverse lives on (by other names) as brands connect with consumers in gaming spaces

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    It’s time to make your brand virtual.

    from Threadless T-shirt and apparel are introduced Roblox Marketplace Despite arguments that the so-called “Metaverse” is a thing of the past, such as L’Oréal partnering with Ubitus Co., Ltd. to set up a Metaverse showroom to showcase its product lineup, the digital community space has a lot to offer. there is. But roses by other names smell just as sweet, and more opportunities are on the horizon for brands in this lucrative, gaming-centric sector. Adweek reported.

    “Gaming is now a multi-billion dollar business,” Cathy Oh, global head of marketing at Samsung Ads, told Adweek. “We’re really at the stage where we’re going to focus on in-game advertising.”

    For futurist and metaverse expert Kathy Huckle, virtual worlds are a lasting trend. Huckle says in her book:Into the Metaverse: The Essential Guide to Business Opportunities in the Web3 Era“Without a doubt, the Metaverse is your future.”

    Technology futurist Lindsay McInerney agrees.

    McInerney is an early pioneer of branded metaverse activations and experiences. She has entered into a partnership in her 2021 between her Stella Artois and her ZED RUN. virtual horse racing gamewhich will allow people to buy, sell and race NFT racehorses in the digital world.

    “As the digital world increasingly enriches our lives, it’s only natural that we want to meet consumers live and be part of their virtual world,” she said in 2021. said in his paper. forbes article.

    why it matters

    Augmented reality, gaming spaces, and virtual communities are still around, and although they initially had some buy-in, they don’t seem to be going away any time soon.

    “Getting to the buy-side audience is always a challenge,” Zoe Soon, vice president of the Experience Center for Interactive Advertising, told Adweek. “But this year, the interest really surprised me.”

    Some brands have been slow to adapt to the digital world, or slow to leap into it, but some brands are following the proverb and making a big splash.

    Ally Financial, a digital bank, An AR-centric experience after partnering with MONOPOLY in 2019 to develop a virtual game. The brand continues to gain momentum with its consumer-facing endeavor to meet customers where they are.

    “With all the activations, we definitely wanted to gamify the financial space in some way,” said Beth Woodruff, Senior Director of Brand Strategy, Integration, Gaming and Innovation at Ally. told to “We are really looking for ways to integrate the topic of money in interesting ways.”

    The digital world is expanding rapidly, and the metaverse is beyond Mark Zuckerberg’s super-specific terminology. failed to boot — said Mr. Huckle cannot be ignored.

    “Companies involved early in the creation of the metaverse will have unique advantages as early adopters and will be able to further increase their ownership over the available markets and culture of the metaverse as it becomes mainstream. ,” Huckle said in another book. “Navigating the Metaverse: A Guide to Infinite Possibilities in a Web 3.0 World

    From games to online communities where people play virtual personas, there’s a huge audience in this multi-billion dollar space, with more brands amplifying their messages and making more meaningful connections. You may wish to consider engaging with these consumers in order to

    Consider communication strategies to take advantage of this growing potential and the consequences of not participating.

    Editor’s pick:

    • Walgreens CEO Rosalind Brewer There are no black female CEOs running S&P 500 companies, having recently stepped down from their top posts. Brewer was preceded by her Ursula Burns, who left Xerox as her CEO in 2016. The push for diversity in the corporate world has been slow and spotty, with white men taking the lead in this area as executive officers. Of her 533 board positions, women make up 7 of her 10. Among them he is only 90 women, making up her 17% of the board. Last year, there were just 17 women of color. Brands can continue to seek more representation in executive positions.
    • Climate change is impacting brands And they are adapting to accommodate change. Six Flags, SeaWorld and Cedar Fair (which operates Cedar Point) have faced severe weather ranging from dangerous floods in the Northeast, heatwaves in the Southwest and California to wildfires in Canada. Weather-dependent attractions face special challenges due to climate change. Brands have responded by creating indoor rides and new ticket policies with the weather in mind. “A series of extreme weather events in recent years show a worrying trend,” SeaWorld said, according to a CNN report. Brands need to continue prioritizing weather-related communications to external stakeholders who are also feeling the pinch from Mother Earth.
    • beyonce asked a fan wear silver between her last legs World Renaissance Tour (Until September 22nd) BeyHive has arrived in fashion for Virgo season. Etsy and other stores saw an increase in searches for silverware at the request of Queen Bey. rainbow manie, soul chain The owner told The New York Times that her Gen Z daughter encouraged her to post about her silverware online. Since then, she’s been working around the clock “for the Beyhive and the Queen’s Lovers.” It’s always good for brands to anticipate trends and anticipate stakeholder needs.

    Sherri Kolade is a writer for Ragan Communications. When she’s not with her family, she builds an authentically curated life, watching Alfred She Hitchcock her style movies, enjoying reading, and occasionally finding delicious fried food. I’m here. Follow her on her LinkedIn.Amazing her PR Do you have an idea for her story?Send an email to



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