Once upon a time, targeting an audience was simple: radio, print, TV. Fast forward to now, and the latest entry in digital tech is the metaverse. But what is it, and how will it impact content and advertising strategies?

What Is the Metaverse?
“The metaverse is an immersive 3D virtual experience merging digital platforms with the physical world,” says Mike Tankel, partner at To Be Continued. Users can interact in this computer-generated environment for entertainment, socializing, work, and more.
Predictions suggest a move from the internet to the metaverse, bridging digital and physical lives. This shift promises to significantly alter online advertising.

Opportunities for Marketers
Marketers must recognize the metaverse’s growing influence. Ann Hand, CEO at Super League, emphasizes not fearing the metaverse. “The audience is there, and opportunities exist, but ad dollars haven’t caught up yet.”

Super League creates and publishes content experiences across major immersive platforms, helping brands establish a presence like social media channels.

The Numbers Speak
– 400 million active metaverse users monthly.
– 74% of American adults considering or have joined the metaverse.
– By 2026, 25% of people expected to spend an hour per day in the metaverse.
– Market value predicted to rise to $800 billion by 2024.

From Gamers to Digital Communities
Initially, Super League brought gamers together in live events. Now, they focus on digital tournaments, growing platforms like Minehut from 100,000 to millions of users.
The metaverse represents the next generation of social media—personalized, customized, and intimate. It’s essential for advertisers aiming to reach today’s audience.

The Rise of Co-Creation
Platforms like TikTok and Roblox empower users to create content. Roblox users spend an average of 156 minutes daily, compared to TikTok’s 95 minutes.

Targeting Digital Audiences
Advertisers are catching up with the potential of gaming communities. American businesses are projected to increase metaverse ad budgets significantly by 2028, according to Banklesstimes.com.
Open-world games like Roblox allow brands to create themed experiences. For example, Mattel’s Barbie Dreamhouse in Roblox showcases the potential of immersive brand experiences.

Brands in the Metaverse
Super League has partnered with brands like Chipotle, Disney, LEGO, Toyota, and more, designing in-game activations within platforms like Roblox and Fortnite.

A New Destination Without Hierarchy
“The metaverse is a place where people can play, work, speak, learn, and shop, not just as who they are but as who they want to be,” says Tankel. It’s now a key destination for brands and advertisers.