Gaming Going To The Top

If you went back to the 1960s and started telling people that in 2019, video games would be a common part of mainstream culture, nobody would have believed you. The earliest computer games were crude affairs, requiring the use of huge, unwieldy computers. The machines were enormous and expensive, and since many of them didn’t even have screens yet, the games couldn’t even technically be considered video games. Even so, those early innovations provided the foundation that all the games we play now are built on. 

Nowadays we can say that gaming has long ceased to be a simple pastime. In addition to being an entertainment, it is now a way to make good money, as well as use it like a marketing tool. We can even call it a lifestyle. 

Gaming is then part of the metaverse. The vast majority of people in the world participate in this metaverse every day through social media posts, virtual socializing, and online gaming.

The metaworld is a constantly working virtual space in which people interact with digital objects and with each other, including with the help of virtual reality technologies. 

Right now, the most popular game metaworlds are Minecraft, Fortnite, Roblox, and others. The metaworld is becoming a part of reality. It's no longer just a fantasy story or a bubble. It's the future of the Internet.

For example, Epic Games is investing $1 Billion in a long-term strategy for the meta-universe. At the end of October, Mark Zuckerberg announced the rebranding of Facebook and the creation of his own metaverse to continue the mission of providing social communication for users on a new level. Microsoft is also creating its own meta-universe in Teams. 

Here are just a few ideas that may soon become a reality:

Within it, we will be able to create promotions on a new level. Now, when buying an energy drink in real life, for example on Ozon, the consumer will be able to get it with delivery not only at home, but in the game, where it will affect your character's stamina and focus in the game. Essentially the same functions as in the real world. We don't break the gameplay with ads, but add to the experience by adapting to the game world.

No money in the game for a cool car or mansion? Or want to rent a huge castle in Minecraft and have a wedding there, but don't have game currency for it?

Very soon in the games may appear branches of real banks, so you could take credit in the game and give real or in-game money or a mixed model. It will be possible to use the same formats for announcing credit offers as in life - only on advertising surfaces within the universe. Creatives can be adapted to a variety of the most popular gaming events.

#3 The metaworld can show "how it could have been," those we can either revive or create a perfect world. And this lends itself optimally to brands with Sustainability initiatives in the real world. For example, together these brands could create a beautiful simulation of a universe with total recycling or no plastic, reduced CO2 emissions, responsible treatment of resources. Thus inspiring consumers, and other brands as well, to a common effort to improve life on our planet.

There are a few recommendations for brands to start playing in the metaverse today:

1.Start developing communication and positioning in the metauniverse.

2. Test media placements, creatives, different experiences and messages.

3. Adapt it all to the rules of the meta universe or create your own events.

4. Provide and augment new user gaming experiences, entertain, inspire.

5. Link the metaworld to real systems/processes/products.

6. Create a strategic direction that is compatible with virtual and real worlds.

To be an organic part of the new digital meta-reality in 5 years, brands need to start moving in this direction now. The presence of the meta-world in our lives is clearly visible even now, imagine what will happen in 2 years! And what will be five years from now? You shouldn't ignore this part of life, because it has great potential. 

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