I highly doubt itвЂ™ll be in for next year either.Д«ut hey, letвЂ™s indulge it for a second. It ainвЂ™t happening this financial year, bud. Just because they say tell you brands should all вЂ™GET READY! For! The! Metaverse!вЂ™, it doesnвЂ™t make it real.ДЄ 3D interconnected version of the internet where we all trade T-shirts as NFTs as seamlessly as we move around from one platform to another is about as realistic as the science-fiction movies rolled out in the opening slides of every single presentation youвЂ™ve ever seen on the topic. So what if your Meta rep has been trying to sell you on this idea that they are all building towards the metaverse ( although how long for remains to be seen вЂ“ quick, pivot to video!). Sure, the metaverse sounds sexy and yes, IвЂ™m certain you all read about Gucci this and Balenciaga that in your Substack of choice last month, but these things are just good video games partnerships. They shouldnвЂ™t be dirty words in the marketing dept (although metaverse should be banned).

And if we just call things what they are, these things are video games. Online virtual spaces where people have been hanging out to achieve things together have been around for decades. Great video games at that., with pre-existing communities of players of all ages and generational cohorts who are used to socializing, exploring and gaming together in the virtual online worlds where these games take place. The things IвЂ™ve listed above are video games (well, all bar one of them).

IвЂ™ll say it again for the people at the back, the metaverse does not exist. Mr Bean selling NFTs of his face is not the bloody metaverse. вЂњBut what about Nikeland in Roblox?вЂќ you might ask.

Forget the metaverse, The Drum explores how gaming is the real advertising opportunity

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