How brands can prosper in the metaverse
Before a brand can prosper in the metaverse, the people behind the brand need to understand what the metaverse actually is. Before the people behind the brand can understand, the metaverse as a concept needs to be defined.
“It’s not one technology, and it’s not one company. It’s so many different technologies, from robotics, to AI, to 5G, to Edge, to AR and VR, and even our mobile phones,” explained Cathy Hackl.
Hackl is the Chief Metaverse Officer and CEO of the Futures Intelligence Group. After being approached a number of times by groups looking to work with her Hackl left her position with Amazon Web Services to found FIG. FIG is one of the first metaverse consulting groups. Hackl founded it to help brands understand exactly what the metaverse is, and how they can interface with it as a whole.
“Every single brand I talk to is really interested in getting into user generated gaming platforms,” said Hackl. “Whether it is Roblox, or whether it is Fortnite Creative. Whether it is Rec Room, or whatever it is. There’s a lot of different UGC type of platforms that people are very interested in.”
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Hackl points to Gucci’s forays into Roblox as an example of good brand integration and execution. Roblox players recreated wearable items from the Gucci Gift collection in-game. This was paired with the Gucci Garden Experience.
The Gucci Garden was a limited time event which ran for two weeks. It featured scenes and settings inspired by different Gucci campaigns from the past.
Some brands, however, need a bit of help. Hackl points to an example of a client who had no experience with Roblox, or Fortnite, which prompted her and her team to begin designing
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