Social media transformed how brands interact with consumers. Now web3 is bringing these interactions into a virtual environment, often called "the metaverse." Seamless connection will be a hallmark of these virtual spaces, just as it has become a key feature of modern commerce. And a connected brand experience across channels will be even more important to the future of commerce than in recent years, according to 84% of the businesses we surveyed.*
Few, if any, digital spaces do connectivity better than the gaming world, and Fortnite has led the way with innovative, immersive social experiences. More than a quarter of a billion players now use Fortnite every month. The game has created hype for non-players too, with Fortnite's spectator mode and the many streaming services that support tens of millions of hours of Fortnite stream views.
Spectators and players alike are captivated by the shareable moments in a game design that blurs the lines between worlds: Game items extend into real-world environments, like a supply llama in a London phone booth,and real-world experiences like movie theaters and concerts meet the virtual world. Even before the pandemic made online events commonplace, 12.3 million people virtually attended the first day of Travis Scott's Fortnite in-game concert.
Roblox, which boasts more than 200 million monthly users, is another gaming platform that creates metaverse experiences (and branded worlds) to engage their younger audiences. Nike built a space in the metaverse where customers can win points that translate to currency for digital apparel. The metaverse market is expected to explode over the next several years.