How the metaverse is changing the boundaries of retail and gamevertising

“In the metaverse”: a study by Wunderman Thompson Intelligence.

The future of the mobile Internet has not yet been born, but it has already caused a lot of ink to flow and sharpen the ambitions of the technology industry. Renamed Meta, the Facebook group seems to want to position itself among the leading players in this new virtual world to forget the controversies surrounding the web 2.0 giant that was born in 2004.

Between 2020 and 2021, the number of searches around the metaverse jumped and its interest is no longer limited to the sphere of new technologies: the mainstream media is seizing it, brands want to jump on the bandwagon and the Big Tech launched their plan. to build their own metaverse.

[Lire notre dossier Quel monde le metaverse dessine-t-il pour les marques et individus ?]

Is the metaverse less a place than a “moment” in time? One where our digital life comes to be attracted again, if not replace our physical life, suppressed, angry and dissatisfied. However, the world of video games has long opened the door to these worlds, from Fortnite on Roblox passeth Decentraland and Animal Crossing: New Horizons, by offering worldwide immersive experiences that combine entertainment, concerts, interaction, diverse and diverse shopping, and more. Brands are quick to sniff out the opportunity to address their communities or reach new ones deemed difficult to access, such as Gen Z.

The trafficking of young people is gone forever. The game is the key “according to the agency Wunderman Thompson whose Intelligence department is looking at the subject of a river study “In the metaverse” with the ambition of exploring how “it’s changing people’s lives, new opportunities are being created and why brands should pay attention to it“, Explanation Emma Chiu, director of Wunderman Thompson Intelligence. Abbreviated.

Good or bad news for the players, “the size of the in-game advertising market is expected to increase to $ 10.97 billion between 2020 and 2024reports the study citing a 2021 report from market research firm Technavio. Brands that perform well are those that fit the JV codes and the platforms they integrate. Like Balenciaga for the autumn-winter 2021-2022 collection presented in the form of a video game titled “Afterworld: the age of tomorrow”, produced by Streamline Media Group. A “model»Gender for product discovery considerations alexander fernandez, CEO and co-founder of Streamline Media Group. “This is the future of commerce. None of this is rocket science. This is the truth.»

For 85% of respondents, brands need to have a digital presence to be successful in the future and the majority (82%) expect them to have seamless technology capabilities and platforms.

Such initiatives set new boundaries for retail and shadow the future potential of gamevertising. From the opportunities offered by NFTs, to the purchases made possible in these universes, not to forget the much more intuitive and immersive experiences they allow.

These virtual worlds are destined to be a real battleground of marketing for companies, as Microsoft with Mesh or Horizon Worlds (Facebook) has already shown: “In the future we will see continuous online game worlds and massively multiplayer games where advertisers and marketers have to take over space, but how they do it can be very complicated», He predicted Keith Stuartvideo game columnist for the Guardian, interviewed by Wunderman Thompson.

66% prefer to communicate with digital brands and 73% are more easily identified with brands with a digital presence (76% for Gen Z). 62% (66% for Gen Z) believe they have a closer relationship with brands with a strong digital presence. As for Gen Z, 61% think they have forgotten a brand that has no online presence.

According to IBM’s 2020 U.S. Retail Index, the pandemic accelerated the transition from physical stores to digital in about five years. It will look more and more like their IRL version and offer a pressure-free discovery experience: “Online shopping experiences are starting to increase e-commerce engagement“, the study says.

On the other hand, these virtual worlds make it possible to offer new and impossible real-life experiences. As Christina Wooton, Vice President of Brand Partnerships, points out,Robloxwith Gucci collaborating for the brand’s 100th anniversary in May 2021 through an experiential exhibition called Archetypes: “Visitors pick up a gender-neutral avatar to navigate the Gucci Garden, with the option to purchase limited edition virtual items.»

81% of global consumers agree that a brand’s digital presence is just as important as its in-store presence. From Fendi to Lancôme, virtual popups are on the rise, not replacing the in-store shopping experience. For example, 61% of global shoppers say they prefer to shop online than physically, and 55% prefer to do it in person rather than online.

In general, digital and in-person shopping preferences are the same. But these preferences show an age correlation: younger consumers prefer to shop online and older consumers prefer to shop in person.It has pushed brands to mix more physical and virtual in stores, pushing the field of phygital even more, especially with all the opportunities offered by virtual reality and augmented reality.

Retail AR has become the new standard in the industry, with brands such as Sephora, IKEA and Samsung already integrating the technology in their stores. The forecast also looks beneficial, with AR retail, commerce and marketing expected to rise to $ 12 billion by 2025, according to global technology market consultancy ABI Research.“, pointed out the report.

If the digital transformation of brands jumped in a year, all digital wouldn’t have to be sought after: 83% of global consumers believe the future of shopping is a hybrid. AR solutions that allow tests and tools can potentially reduce product volume and unsold returns, increasing the ecological impact of e-commerce.

*Study conducted by Wunderman Thompson Data from July 9-July 27, 2021 with 3011 participants in the United States, United Kingdom and China.

The report covers emerging consumer trends and implications for brands and businesses, as well as original research by Wunderman Thompson Data, exclusive interviews with 15 experts, elements that define the Metaverse , case studies and insights. to be remembered for brands.

Leave a Comment