The Metaverse is not only considered the future of the Internet in the technology sector. The new virtual extension of the real world is also increasingly occupying many sectors and brands. But especially in Germany and other European countries, many citizens are still not aware of the term and what it means.
At the first brand festival presented by ESB Marketing Netzwerk and D.LIVE at the MERKUR SPEL-ARENA in Düsseldorf, more than 60 prominent speakers reported on the latest developments in digital parallel universes, where various activities such as shopping, work, play or travel are possible. Trends were discussed and developments presented in four stages. Brands such as Vodafone, PwC, Nissan, Meta, Kaufland and Hewlett Packard Enterprise presented their strategies for facing the new virtual world.
“The Metaverse has enormous potential”
The development of the Metaverse has progressed rapidly in recent years and is expected to continue to gain importance in the future. “It will be of great importance to brands in the future how they use the multitude of possibilities of the Metaverse for themselves and their purposes. Those who step aboard now are laying the foundation for a future where more people and brands will roam the Metaverse, ”said Marc Herron, head of strategy at Sparks, whose US agency develops holistic brand experiences in the Metaverse.
Commenting on the opportunities for brands that are “early movers” on their way to the Metaverse, Lisa Dauvermann, Head of Commerce Platforms at Meta (Facebook), says: “The Metaverse is the evolution of the Internet and has enormous potential. We want to work. together to develop a new ecosystem. We don’t stop, we create added value that should ultimately simplify digital life “.
Christian Maier, Head of Integrated Channel Management at Vodafone Germany, sees the possibilities of the Metaverse as a great opportunity not only for the communication companies that should be exploited: “In the coming years, the Metaverse theme will be constantly and of enormous importance for companies from all sectors It gains significance. What we are currently experiencing is still a phase of transformation. ” a target group system is needed, including consumer motivations and behavior. The “why” is the new “where to go”.
Trends and innovations to experience and try
In addition to the technical input, the latest trends and innovations from the world of the brand were presented in the festival area in the MERKUR spiel-arena. Innovations and new services can be seen and experienced at the presenter level. “The festival’s goal was to showcase the potential of the Metaverse for businesses and find ways that brands can use the new technology even better for themselves in the future,” says Hans-Willy Brockes, CEO of ESB Marketing Network.
Christian Poschmann, Executive Director of Corporate Events at D.LIVE, also drew a positive conclusion: “We are very satisfied with the first edition of the brand festival. The MERKUR spiel-arena once again proved its versatility and flexibility. The fact that we were able to organize this event with four different phases and the exhibition space associated in this way shows the variability of the arena, which makes it a perfect place. “The brand festival aims to be a meeting place for enthusiasts. and experts to talk about the future of the Metaverse to discuss The next festival of the brand will be held on 20 September 2023 in Düsseldorf.
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