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The Consumer Metaverse

What is the Consumer Metaverse?

The Consumer Metaverse can be seen as a new iteration of the internet that is abundantly spatial, immersive, interactive, and capable of merging with events and activities in the physical world to create new value, meaning, and functionality in our everyday lives. This is achieved through a range of existing and emerging technologies that make it easy to build, operate, distribute, display, and interface with virtual content on a variety of connected devices, whether out and about, at live events, at work, or at home.

Why now?

Thanks to the increasing portability and dispersion of these devices, as well as the ubiquity of internet connections, the Metaverse acts as a persistent, omnipresent layer of immersive digital experience that can be accessed, built upon, and interacted with whenever, wherever, and at a moment's notice. As brands, creators, and enterprises adapt to the evolving habits and expectations of digital-native consumers, the Consumer Metaverse and its associated technologies will be a crucial enabler of innovative user journeys, extended value propositions, and deepened relationships.

1

Always-online consumer culture

The internet has fundamentally transformed the way that consumers behave and identify themselves. Agency and interest is no longer limited to immediate geographical surroundings; consumers are now open to social, commercial, and creative possibilities covering the expanse of the connected world. This is fuelled by a borderless marketplace of brands, creators, and enterprises that continually pushes new and innovative offerings to an always-online, digital-native, interaction-hungry global consumer audience.

2

Mass interaction with virtual worlds

Advancements in spatial computing have generated new possibilities across the spectrum of human activity. The gaming industry has thrived on engaging audiences with a sense of direct agency over an incredible range of narrative, competitive, or social experiences in dynamic, interactive, immersive 3D virtual worlds. Beyond gaming, virtual worlds that mimic and interface with the physical world have become crucial enablers of ideation, productivity, and precision in areas such as enterprise, industry and national defence.

3

A new generation of
Metaverse-ready infrastructure

Cutting-edge computing and networking infrastructures are enabling high-fidelity virtual worlds and assets to become a more seamless element of everyday commercial and creative experiences. This is a new and exciting realm of opportunity for brands, creators, and enterprises who can leverage the unique properties of virtual content to transform how they engage and create value for consumers both in-person and online.

   

Challenges


Conceptual:

Brands, creators and enterprises hoping to engage younger audiences and stay current in consumer markets are quickly having to figure out how to integrate virtual, immersive and personalised content into their core business activities. For many, this requires entirely new ways of thinking and extensive guidance on creative implementation.

       

Technical:

The majority of businesses are not yet technically equipped to harness the Consumer Metaverse to its full potential. To these, developing the requisite tech stacks and skillsets may seem prohibitively complicated and costly. They may rely on existing creation and discovery platforms instead, but these are inherently limited in scope and do not cater to their specific needs.

       

Requirements of the Consumer Metaverse:

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Scalability

A full-fledged Consumer Metaverse experience requires unprecedented amounts of data to be accessed by thousands of concurrent users on a range of devices.

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Interoperability

New and existing digital experiences must be linked together to create cohesive Consumer Metaverse user experiences, across which consumers can carry persistent digital identities, assets, histories, and achievements.

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Security

Ensuring the safety and rights of users is paramount. Hosts must be able to deploy a range of security protocols and guidelines to safeguard and moderate their communities as they see fit.

Go deeper:

Explore different sectors of the Consumer Metaverse

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Retail

Metaverse experiences enable retail brands to take customers on innovative journeys of discovery and enhance the value of their core products and activities.

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Sports

In an age of always-online, digital-native and interaction-hungry consumers, sports entertainment must embrace new technological trends to avoid becoming outdated.

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Entertainment

In a highly competitive and fast-paced consumer entertainment landscape, brands and creators must create unique experiences in order to capture and retain their audience’s attention.

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