"Following Mark Zuckerberg's headline-grabbing Meta rebrand last year, many expect the next iteration of the web to be built around social networks."
"However, in the present, the closest thing resembling a 'metaverse' isn't Facebook or TikTok, but enormously popular games such as Roblox and Fortnite."
"Fortnite is a game that is slowly expanding its functionality to events and everything up. You're going to see these platforms copy each other and expand their functionalities."
"Developers and publishers have been working to acculturate audiences to paying for additional content in increasingly granular ways, whether it's via season passes, cosmetic skins or unlockable content."
Games like Roblox and Fortnite currently resemble a metaverse more than social networks such as Facebook or TikTok. Streamers and competitive gamers drive new content formats and brand activations within these game platforms. Game developers have conditioned audiences to pay for additional content through season passes, cosmetic skins, and unlockable content. Titles are expanding functionality to host events and social experiences, with platforms likely to mirror and adopt successful features from one another. Game studios are increasingly exploring digital assets such as NFTs to represent virtual goods, despite gamer skepticism. Virtual objects and avatars present opportunities for marketing and immersive brand experiences.
Read at The Drum
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