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The Metaverse: The Metaverse's Definition And Its Impact On Future Physical And Digital Brands.

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According to a 2020 Citibank analysis, the total addressable market for the metaverse economy might reach $8–13 trillion by 2030, with a wide range of use cases across industries. A number of top academic institutions have also been experimenting, including Arizona State University's Dreamscape Immersive and University of Nicosia's Open Metaverse Initiative. The majority of applications of metaverse experiences have been largely oriented around leisure, such as virtual parties or concerts.

However, different organizations and experts have different definitions of the metaverse. The capacity to travel "seamlessly" between areas characterizes the metaverse, which is the "next development in social connectivity and the successor to the mobile internet," according to Meta. Apple, on the other hand, sees the metaverse as a virtual and augmented reality extension of the actual world.

Some people think it's even more. The chief executive of Passage, Caleb Applegate, described the metaverse as "a virtual world of universes all connected with the web3 value layer around economy, interoperability, and security, but it should have a physical world connection too... it is not a bunch of 2D avatars walking around in a virtual space."

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Leading web3 consultancies concur with this statement. According to Allen Hena, director of web3 operations at Vayner3, "the vast majority of attention and investment in the metaverse has been on'ready player one' type experiences (such as virtual reality, 3D worlds) but we believe there is a much clearer and scalable opportunity with in-real-life and augmented reality based technologies that utilize everyday mobile devices." There'll be a connection between

While it's become simple for people to see the metaverse as nothing more than a virtual game thanks to the popularity and growth of Sandbox and Decentraland, the core purpose of blockchain technology is to enable self-sovereign identification and ownership, not to create new virtual gaming environments. "I encourage studios to seriously evaluate their use of the blockchain whether they are just want to generate money or stand out from other studios... The end user wants games that are simple to learn yet challenging to master, the opportunity to buy immediately if they want to spend money in-game, and an enjoyable experience. They are employing a losing formula if they can't implement these fundamental principles of game design utilizing blockchain, according to Corey Wilton, co-founder of Mirai Labs.

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About Web3 is ownership. Everyone is aware that you are the product in web2; nevertheless, Applegate said that web3 is about taking control of your online identity. Users are able to control their own data and even digital assets since transactions are confirmed and uploaded to the blockchain based on a decentralized consensus-making process. The link between digital and physical assets, which are all represented and safeguarded by a permissionless and immutable digital ledger that is censorship resistant and deidentified, is potentially a significant portion of the value that the metaverse may deliver.

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Contrast that with the web2 environment, where technological behemoths control the means of consumer contact and search channels rather than the companies themselves. "Most corporations have come to depend on these platforms more and more in order to verify a person's online identity... a system designed specifically to keep businesses apart from their clients. But now that web3 is available, businesses can dependably confirm a person's identification through their blockchain-based wallets and interact with clients directly, according to Brian Wallace, chief marketing officer at Vatom.

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"Companies, especially large enterprises, need to understand the stark contrast between the idealized picture of the metaverse of the future and the facts and practicalities of what is possible now," said Hena. "We also need to understand how we bridge as technology and social norms evolve digitally. For instance, NFTs will play a significant role in how companies reward and encourage people to interact with them regularly and how brands learn to cooperate in an interoperable environment.

The collaboration between Polygon and Starbucks is one recent illustration of this. "Big businesses are beginning to understand the significance of their more immersive digital community interactions. Users may own their digital assets and data through Polygon, enabling previously unheard-of digital creativity.


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It is improbable that a single, clear definition will appear. Instead, marketers are more likely to use several interpretations depending on the perceived demands of their target audience.

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