Brands in the metaverse
Brands in the metaverse

Summary/Abstract: Recently, terms such as cryptocurrencies, web 3.0, AR/VR, NFTs, blockchain, avatars, holograms, metaverses have been heard, which are still not clear to the general public. The terms are targeting the young tech-savvy generation Z, which is the next big group of spenders! What intrigues the general public are the large investments of powerful, wealthy corporations in the digital world. More than 500 companies of various profiles (retail, fashion, food and beverages, banks, telecommunications, entertainment, real estate, education, etc.) are present in the metaverse. The purpose of this paper is to explore why companies are increasingly interested in metaverse and what are the comparative advantages of the virtual world. What are the advantages and disadvantages of the 3D space? What is the metaverse’ future? The main research method that is used in the paper is investigating secondary data from journals, company’s websites, blogs, and other literature in the field presented with descriptive statistics.

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