As metaverse platforms like Decentraland, The Sandbox, and Roblox continue to cultivate their digital realms, they’re enticing brands and entertainment-related entities with a variety of opportunities to integrate into these expanding online worlds. Virtual events are increasingly evolving into gamified social experiences–a way to stay connected with friends, make new ones, and explore new digital environments in an engaging way. Numerous sports and entertainment entities have already forged a virtual presence on these fledgling platforms.

Both traditional and emerging sports leagues/teams–including the NFL, La Liga, the Australian Open, and FaZe Clan–have embraced the metaverse as a way to reach a younger demographic and ultimately convert them into fans. Last December, the NFL unveiled NFL Zone, a multifaceted metaverse experience built in Fortnite Creative. Presented by Visa, the league’s Official Payment Services Technology Partner, NFL Zone aims to engage existing fans while growing fan discoverability through an NFL-inspired social hub for both Fortnite players and NFL enthusiasts. “The Hub” offers a comprehensive fan experience, including a virtual tailgate and Visa-sponsored stadium and mini game.

Media and music brands/organizations are also targeting the metaverse to launch new content in innovative ways. In January, Warner Music Group made a splash by debuting Rhythm City, its first persistent metaverse music experience, on Roblox. The music-themed social roleplay activation introduces players to new music and artists, and offers access to a collection of digital items sold exclusively on the platform. These kinds of unique, limited-time events will no doubt expand in step with the metaverse, further highlighting the burgeoning overlap of these forms of entertainment.

Another prime example: Decentraland’s second annual Metaverse Fashion Week, which wrapped up on March 31st. Showcasing the importance of self-expression and the ability to create an identity in the digital world, the four-day virtual experience featured fashion shows and storefronts from brands like Adidas, Roland, Tommy Hilfiger, and Gaian, as well as parties, shopping, and panel talks. In this emerging virtual universe, brands can customize their stores and create various digital wearables and collectibles to be sold or gifted to visitors. The Doritos Triangle Studios–launched in Decentraland in February in a building the snack brand purchased on the platform–featured a venue filled with Doritos triangle-shaped musical instruments, and offered participants the chance to win prizes including wearables and a custom PC. Fully realized, 360-degree digital environments like these offer a compelling glimpse of the future of entertainment, marketing, and commerce in the metaverse.

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Web 3.0-related technology continued to develop rapidly throughout 2022. As metaverse platforms have continued to sell digital land, there has been an estimated nearly $2B investment in the acquisition of virtual real estate in the metaverse. There is a variety of available digital asset offerings currently offered such as wearables, and these types of Web 3.0 related assets will continued to expand.

Brands are getting increasingly creative in their entry to the new Web 3.0 virtual reality. Here are some of SU's favorite partnerships from the last year:

• A partnership between Metaverse platform’s Decentraland and Atari saw the creation of an Atari Arcade that operates on Ethereum blockchain. Players can also explore and search for exclusive wearables throughout the platform’s Casino.

• Tequila maker Patrón activated its Pop-Up Series on Decentraland–a virtual experience including various quests that give users the opportunity to win prizes and exclusive wearables.

• Forbes worked with Metaverse platform The Sandbox to create a first-of-its-kind event on November 10, aimed at offering more opportunities for members and subscribers to socialize in the Metaverse. Forbes digital subscribers received a wearable NFT as their ticket to enter the Metaverse, while the initiative included quests to find different areas of the platform’s property, including a DJ booth, bar, and dance floor.

• HSBC/World Rugby Sevens Series launched virtual rugby quests in The Sandbox, becoming the first global bank to acquire a plot of land in Metaverse platform. The bank staged a virtual stadium in The Sandbox from 24 October to 14 November to activate its first community initiative.

• Esports organization FaZe Clan named its 12x12 virtual plot of land in The Sandbox “FaZe World,” where it will co-produce experiences including virtual events and games with the Metaverse platform.This gamified activation aims to allow users to learn more about FaZe and engage with its roster of talent.

• Beats by Dre partnered with Ja Morant–a non-playable character (NPC) that hosts various in-game missions–to develop the Roblox game “Dunking Simulator.” This “Dark Mode” virtual experience evolved from a recent Beats campaign, highlighting the mutual admiration between rapper Lil Baby and Ja Morant.

• Claire’s created Roblox game “ShimmerVille,” where users can earn digital currency through interactive retail jobs, playing mini games, or just by spending time in the digital experience. Players can also select from 15 different pets to accompany them throughout Claire’s virtual world.

• Mattel partnered with Roblox to build roleplay-style game “Barbie Livetopia,” a virtual activation aimed at celebrating the Barbie Dreamhouse’s 60th anniversary. Custom NPCs within the game represent different characters, including Barbie and her friends

• Invisalign launched a Roblox virtual experience that included an explorable dentist office, equipped with exam rooms and two mini games. Winners of the playable games are rewarded with uniforms for their digital avatars, and digital coins to buy Invisalign-branded outfits.

• The U.S. Open Tennis Championship and Grey Goose teamed up with Decentraland to build an immersive lounge experience that included “The Honeydew Hunt” game.

In light of National Video Games Day this past Monday, let’s take a look at some unique recent activations in the gaming/Metaverse industries.

As digital entertainment continues to evolve at lightning speed, game titles and Metaverse platforms are changing the way brands reach a younger demographic. Savvy marketers are upping their investment in virtual activations, signage, and digital assets to diversify their reach and stake a claim within these emerging virtual settings in innovative ways.

In NBA 2K23–released September 9th and the latest addition to the best-selling NBA 2K series–league partners like MTN DEW, the official soft drink of the NBA, are organically integrated within the game, expanding the breadth of their overall partnerships with the league.

Metaverse platforms like Decentraland offer brands, properties, and agencies an opportunity to invest in the Web 3.0 space and begin engaging the next generation of consumers in a dazzling new digital realm.

Netflix, for example, teamed up with Decentraland in July to promote the release of its movie “The Gray Man,” creating a labyrinth that users navigate by proving their knowledge of the film’s plot. The virtual event also rewarded players with “The Gray Man” wearables. The same month, CBS became the first American network to enter Decentraland with its hit comedy “Ghosts,” creating an immersive experience that allows fans to experience the show and its haunted mansion as never before.

Meanwhile, the MTV Video Music Awards debuted a virtual experience on online game platform Roblox this year, and added a new category to the awards show to recognize the best musical performance in the Metaverse. And in May, Spotify became the first music streaming brand to publish its own game on Roblox with the launch of “Spotify Island,” a unique experience that involves K-Pop music in the gameplay.

Brands Hit the Virtual Runway in Their Metaverse Fashion Week Debut

Metaverse platform, Decentraland, held the first ever virtual fashion week over the weekend. Brands leveraged the high end, one-of-a-kind 4-day event by creating unique experiences for users.

Estée Lauder partnered with Alex Box, a prominent female artist in the Metaverse space, to create an original, wearable non-fungible token (NFT) inspired by the brand’s #1 serum, Advanced Night Repair.

Apparel brand DKNY opened digital stores during Decentraland’s Metaverse Fashion Week as an immersive experience themed around its spring 2022 campaign. DKNY leveraged virtual signage in the Metaverse to advertise the experience.

Meta Yachts is the first ever virtual marina in the Metaverse, and is located in the Fashion District. During Fashion Week, Meta Yachts hosted VIP after-parties and private events.

Tommy Hilfiger leveraged the Metaverse by letting consumers view floating 3D renders of limited-edition products from the spring collection. The items can be purchased as NFTs, which can be redeemed for physical products delivered to the customers’ home.