Sponsor Insights

Savvy Brands Bank on the Metaverse

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.

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