It seems that of late, brands have been diving headfirst into the metaverse in various attempts to appeal to gamers, Web3 enthusiasts and shoppers alike. Nike has set up a metaverse presence in Roblox, Wendy’s is serving up virtual burgers in Horizon Worlds and Heineken launched Heineken Silver, the first metaverse beer. However, a recent study by Zipline found that most Web3 users don’t care about branding in the metaverse.
According to the study, 85 percent of Gen Z consumers are indifferent toward brands creating a metaverse presence. Few people seem to join the metaverse in search of branded content. In fact, 83 percent of surveyed participants stated their main reason for logging in to metaverse platforms is to play games.
Gen Z and the Metaverse
Gen Z seems to be the generation most interested in the metaverse. According to a study by Razorfish, half of Gen Z gamers feel more authentically themselves within the metaverse, viewing it as a safe place for self-expression.
While metaverse gamers show little interest in metaverse branding, avoiding Web3 tech isn’t going to pay off for brands either. As we’ve seen from once prolific companies like Blockbuster and Toys R Us, failing to adapt to new technologies can be a company’s death sentence. This leaves brands with the difficult task of finding a way to integrate themselves into the metaverse in away consumers’ value.
“The key is to engage consumers with entertaining and accessible digital content that lowers the barriers to entry and meets metaverse users where they already exist,” Melissa Wong, CEO and co-founder of Zipline, said.
According to Zipline’s study, 85 percent of Gen Z metaverse users say they are interested in hybrid shopping experiences, including the use of mixed reality in physical and online stores. Other generations surveyed trailed Gen Z, with 75 percent of millennials and 69 percent of Gen X participants expressing interest in hybrid shopping.