May 17, 2022 – 6:00 am
The metaverse is a reality under construction. More and more brands and people are venturing into this digital environment and, over time, discovering its almost inexhaustible features and possibilities. We are witnessing the birth of a form of connection between the real and the virtual in which people and characters (avatars) can live, interact and build relationships.
As is the case with any disruptive technology, no one knows for sure how far our experience with the metaverse will go. Some say we are moving towards a reality similar to that of the movie Player NO.1 (2018), directed by Steven Spielberg. In the plot, set in 2045, most of humanity rejects the “concrete” world and seeks refuge in the virtual reality of a video game. Others claim that we go further in the direction of what was portrayed in Spike Jonze She’s (2014) film, in which a lone writer develops a love story with an operating system that communicates only by voice.
Both are science fiction scenarios and, as such, exaggerate aspects of reality to provoke our thinking. What seems more concrete, however, is that in a short time we will create virtual relationships and friendships, mediated by avatars, as significant as those we cultivate in the real world.
This is the precious space that can be used by brands. Today, companies can create characters that embody the company’s values and messages. In the metaverse, these characters will be able to engage in direct and humanized relationships with the public, significantly strengthening their ties with consumers. In other words, a company with a face and personality is more likely to build a solid relationship with its customers. This is a movement that has already taken place in Via.
CB fans become Casas Bahia fans and vice versa. Followers of the virtual content creator become customers of the brand and create a relationship of friendship and affection, interact with the character on the networks, create dialogues, share experiences. CB was the first “non-human” streamer in Brazil and shared the screen with Nobru, a professional player considered the best Free Fire player in the world. Thousands of fans watched the match and applauded CB’s performance, even though they were aware that he was a fictional character.
The world of games and digital entertainment is particularly inviting to these experiences that pave the way for our integration into the metaverse. Not only because of the “common language” – based, for example, on avatars and virtual characters – but also because of some of the socio-emotional values and skills stimulated by the games: cooperation, common goals, overcoming, sense of collectivity. , growth mentality, among others. . The creation of a virtual environment for social interaction (the metaverse) is based on these same general principles.
We are living, in short, the “test phase” of the metaverse. There are still many challenges to overcome – from those techniques, related to the transformation capacity needed to ensure the functioning of this new digital ecosystem, to ethics. However, even in this still under construction environment, it is already possible to see clearly that integration with the metaverse would mean much more than a “transfer” of people and brands to the digital world. In fact, it is about fully developing the potential of the digital world so that, from there, we can transform our own reality into the physical environment for the better.