An important point BEFORE starting to talk about the metaverse: there is no generally accepted term in the world that comprehensively explains what it is. Is it a painted virtual reality that you enter when you put on Oculus VR glasses? Is it a networked space of several games at once, where you can use IN-GAME (and sometimes real) MONEY to buy a car in the racing simulator Need for speed? Is this the world of Minecraft, where you can gather in one place (virtual, but still) a million schoolchildren at the same time? Is this Second Life space, the «next generation Sims»? Are these Facebook services with 3D design?
Perhaps it’s all at once and something more at the same time. But if you get the main idea, the metaverse is a digital space where, sing gamification, avatars and online services, you can solve real-world problems. This is a limitless territory for new communication formats. Recreation, business, education, social activity — any area of human activity can be part of the metaverse. MICE, event and business travel, of course, are no exception. Here are 8 positions on applying the capabilities of the metaverse in our field.
1. VIRTUAL EVENTS
The pandemic quickly accustomed us to all types of online events. Birthdays, weddings and corporate parties via Zoom have become part of everyday life. It’s one thing to sit on a chair at home, squared by the messenger window, and quite another to be able to move, navigate, interact with others much more actively, albeit with the help of avatars (our virtual alter egos). Perhaps one of the most convenient and popular platforms for such activities is still Minecraft — the online game with an open world where you can arrange real team building. For example, working together to build something epic using cubes (which make up the whole world in Minecraft).
2. CUSTOMIZING YOURSELF
Under this heading we continue the conversation about avatars. For a corporate party or to comply with the program points on a business trip, people carefully consider their appearance, including in accordance with the announced dress code. Working on your own «avatar» can become part of the activity in preparation for the event. By completing various tasks, setting records and competing with each other, people can acquire new appearances — «skins» and accessories. Don’t think that this sounds shildish: for their unique avatars on Facebook services, people already buy digital analogues of branded clothing from Balenciaga and Jimmy Choo for very real money.
3. MERCHANDISE
One smoothly follows from the other; many fashion brands have managed to establish not only their own online stores (this happened a long time ago), but also «virtual points of sale» in various gaming spaces. As you might guess, they often sell «things» that will be worn not by you, but by your virtual alter ego. However, promotions like «buy our boots in reality — and your character will wear the same ones in the game» sound quite tempting, especially for those who have been interested in video games since childhood (and among these people are already heads of families and large companies).
If we talk about the MICE sector, this is another huge platform for distributing branded products — merch and gifts.
4. REAL VIRTUAL
In addition to general collections, the practice of online concerts is gaining momentum on various virtual platforms. Digital technologies in recent years have been closely intertwined with the stage: from performances in front of live audiences of Japanese pop idols «vocaloids», completely fictional and drawn using projection technologies, to holograms of deceased singers at real concerts of their groups. Although in the case of metaverses everything is rather the opposite. A famous artist «tries on» an avatar, and his audience can increase indefinitely. A striking example of such a performance is the concert of the The Weeknd, in the space of the game Fortnite.
5. CREATE IT YOURSELF
The concept of metaverses can make the life of MICE & event managers easier by giving them the tools to create activities of a completely new format. The gaming industry has created «games within games» in the past, giving gamers the ability to design their own maps, scenarios, etc. In the metaverse, such endeavors can take on a completely different scope. The clearest example of this is Rolblox, an online gaming platform and game creation system. The number of users on it has long exceeded 20 million. In theory, within the framework of such a system, absolutely any event can be organized, in any setting, with any type of entertainment. Even a virtual tour of all the wonders of the world with maximum involvement of participants.
6. IF YOU DIDN’T TAKE A PICTURE, IT MEANS IT DIDN’T HAPPEN
In the era of social networks, almost everyone lives by this principle. It would seem that when we talk about virtual space, the meaning of the phrase is somewhat lost. You can, of course, take screenshots or video screen capture, but these are not real photos and videos. Here it comes to the rescue, that metaverses are not only games and social networks. This is a synthesis that allows you to create something new on the border of different spheres. In Facebook services you can create pseudo-real videos and stories with the participation of your avatar, or with the socalled «digital personalities» (characters pre-created by game designers).
The service provides a large number of script templates for short videos, for example, a dance or a humorous sketch. Often real celebrities become the basis for such animation, with their consent and even in the form of collaborations. With the help of such tools, original, and even unique content is created.
7. CONTACT WITH REALITY
The most promising technology for events, which is actively used in games and systems related to metaverses, is «augmented reality». By interacting with it, the user either sees the real situation in the virtual space, or with the help of technology (from a VR helmet to a phone camera) begins to see virtual elements in «reality» (remember Pokemon Go). Just imagine what spectacular presentations and promotions can be carried out this way, what interesting activities and projects you can involve people in large amounts!
8. GAMIFICATION IS NOT JUST A GAME
For most events, one of the most effective (and impactful) uses of augmented reality is navigation. Any location — from a banquet hall to a museum — can have its own analogue in the metaverse. Once there, the participant immediately understands where and what to do. With the help of augmented reality, he can see virtual signs and quickly get information just by looking around his screen.
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