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‘ Animal Crossing : New Horizons ’ was incredibly successful as it provided a social space that allowed its players to share their creativity at a time they couldn ’ t do so in person . This opened the door for fashion and home brands to get involved . IKEA Taiwan capitalized on the in-game furniture craze by recreating its catalog in-game , which linked IKEA-themed islands in the game itself to its platform and store . KFC in the Philippines went one step further , offering realworld rewards for visiting its official island and spotting ‘ the Colonel ’ - an employee in custom garb made up to look like the chicken brand ’ s mascot .
These are only a few of the efforts by brands to capitalize on the metaverse - and only in a single game which , despite its popularity , was never designed to allow marketing of that kind to exist at all . Games with more robust creative tools - such as Minecraft and Roblox - and developer tools like those behind the scenes at Fortnite are set to capitalize further .
Gaming as an ecosystem seems to be every PR practitioner ’ s dream . Whatever is not possible in other channels can be tested in gaming . Every marketer and PR practitioner can find something for themselves in the gaming world . From billboards to video , customized and interactive adverts , brands have vast opportunities to communicate with gamers - and gamers are ready for it .
However , there is still concern that brands ’ intrusion into the metaverse is anathema to the core gaming audience . Given how gaming behaviors driven by the pandemic will persist , it ’ s past time for brands to understand their audiences truly . PR practitioners must accept that games will become more and more critical spaces for brands to debut and launch in and exist permanently . And if we want to thrive , we should drop the debate and start understanding the culture and tribes immediately .
The metaverse as a concept was almost inevitable , given the rise of social games and virtual spaces . Despite that , it is yet to be fully proven as a marketing channel . As companies like Epic Games continue to push their virtual spaces - and games like Animal Crossing accidentally open the door for brands to reach those gaming audiences - we ’ re set to see a considerable amount of experimentation around the metaverse .
So how can marketers and PR Practitioners adapt as this metaverse expands ? First , there ’ s a greater need to keep in mind the value of millennials as a target market . Millennials and Gen Z are avid users of one or more forms of the metaverse .
As marketing and communication professionals , we must create marketing experiences that tie in with real-world experiences or parallel what our brands already do in real life . With the metaverse , we can now offer virtual advertising . Since ‘ metaverses ’ are experiential and immersive in nature , it ’ s best to take advantage of virtual advertising opportunities by providing an authentic , immersive experience with your adverts and marketing initiatives . We can now offer branded installations and events that users can interact with instead of just placing simple adverts .
However , it is essential to remain cognizant that , generally , people are averse to advertising . So as brands try to penetrate the metaverse , it ’ s important not to show up and throw information at people ’ s faces . More than that , you ’ ll need the users ’ positive reception since you will be trying to market to them . Therefore , user-generated content and genuine engagement is important , and so community members become integral parts of the execution of our marketing and PR campaigns .
Challenges In The Metaverse
The metaverse promises an exciting future for brands , but there are still some challenges to overcome along the way .
For one , while ‘ metaverses ’ are gaining popularity , they can still use some more traction . Because of the technological requirements of ‘ metaverses ,’ accessibility is an issue . Not everyone has access to the devices necessary to enjoy the metaverse , such as higher-end computers and Virtual Reality ( VR ) lenses . This dramatically limits the potential market for brands and hinders efforts for mass marketing .
Brands also need to be careful in navigating ‘ metaverses .’ Seamless integration is crucial to avoid alienating players from the brand . Because the technology is new , brands might still have trouble finding their proper place in the metaverse and may come off as overly blunt in their messaging . Plan your placements well and make sure that it feels natural and well-integrated in the metaverse .
There are still many misunderstandings surrounding ‘ metaverses .’ People often think of them as a simple game for children . Not everyone understands the value of ‘ metaverses ,’ so brands may risk not being taken seriously for their efforts in establishing a presence within these platforms .
Data privacy and security remain to be a challenge in the metaverse . With new technology comes the need for more evolved security measures . This requires building new data privacy and protection methods where there were none . For instance , personal verification might require more data from users , thereby increasing data privacy risks .
Lastly , because ‘ metaverses ’ are free for all , brands need to protect their image . The more control users have in a metaverse , the higher the likelihood your brand might appear next to questionable content . There ’ s also the risk of getting your placements vandalized or disrespected by users . This is why it ’ s vital to be seamless , mindful , and precise with your marketing strategies so that users can feel good about sharing the virtual space with you and engaging with you there .
Ultimately , ‘ metaverses ’ offer a promising future for computing and the internet . Even more so , they offer plenty of room for innovations by marketers and communicators alike . Yet , despite these challenges , the opportunity to be experimental , provide an immersive experience , and be innovative triumphs . ■
Irene Mbonge is the Group Head , Corporate Communication & Public Affairs at CPF Group . Talk to her on this or related issues via mail at : Mbonge . Irene @ gmail . com
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