The metaverse is no longer just a buzzword touted by tech-savvy professionals. Now, it is considered by marketing and industry professionals to be the future of the digital marketplace. Promising a great deal of interaction between brands and their audiences, the metaverse will be a crucial tool for marketers attempting to harness digital capabilities. Consisting of a network of virtual worlds, the metaverse requires marketing professionals to develop new strategies and focus on appealing to advancing consumer expectations. Marketing in the metaverse requires businesses to create relevant and engaging experiences as part of a comprehensive marketing strategy. In Adweek's metaverse category, writers discuss what some brands are already doing to stake their own claim in the metaverse and offer insight for industry professionals seeking to tackle the metaverse in the near future.

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The Metaverse’s Rise and Fall in 5 Charts

By Paul Hiebert, Trishla Ostwal

New data reveals the ups and downs of the metaverse.

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Infographic: The Rapid Rise and Fall of the Metaverse

By Paul Hiebert

After being everywhere in 2021, the metaverse has virtually disappeared.

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Lego’s Fortnite Collaboration Is a Masterclass in Fan Engagement

By Stephen Lepitak

The metaverse experience has been 18 months in the making.

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Mastercard’s CMO on Driving Revenue From Web3 Initiatives and Brand Sonic Identity

By Trishla Ostwal

NFT sales in July amounted to $495.6 million, a 23% decline from the previous month.

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The Award-Winning Metaverse Project That’s Saving a Nation

By Stephen Lepitak

The Monkeys' Tara Ford on 'The First Digital Nation' winning the Innovation Grand Prix at The Gerety Awards.

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Bomb Pop Reaches Tweens by Selling 20M Virtual Treats in the Metaverse

By Samantha Nelson

Players of Restaurant Tycoon 2 have served up 20 million Bomb Pops, smashing the brand’s original goal of selling 10 million virtual treats.

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Inside Home Depot’s First Activation on Roblox

By Catherine Perloff

The retailer drew 7 million users to its activation in Roblox's Redcliff City.

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From Roblox to Stanford: The College Essay of Fashion Designer Rush Bogin

By Rush Bogin

Fashion designer Rush Bogin is best known for his now multi-million-dollar business and success with UGC and fashion designs on Roblox.

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Metaverse Marketing Podcast: Marketing for the Future With Gary Vaynerchuk

By Cathy Hackl

Gary Vaynerchuk discusses the metaverse, Web3, AI and beyond.

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‘Metaverse Is Not Dead’: Investment Turns to Interoperability and Success Metrics

By Trishla Ostwal

Microsoft and Nvidia are investing in their metaverse strategies to develop the current infrastructure to make it a more perennial place for brands.

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Why Probiotic Yogurt Actimel Sent a Rocket into Fortnite

By Stephen Lepitak

The Danone-owned brand's head of marketing talks about developing the gaming experience.

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Roblox Will Ban All Advertising Aimed at Children Under 13 With New Standards

By Patrick Kulp

The metaverse platform is rolling out guidelines meant to better define its ads.

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Agencies Adopt a Cautious Approach to Gathering Metaverse Data

By Trishla Ostwal

Metaverse-related technologies and AI, which is a hot topic right now, is something that's on the mind of regulators.

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Serious Business on the Virtual Playground With 3QualiTy

By Colin Daniels

The fin-tech company is working to broaden access to blockchain technologies.

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McCain’s Global Marketing SVP on How Virtual Reality Is Helping Real-World Farms

By Stephen Lepitak

McCain Foods' global marketing svp Christine Kalvenes on sustainable farming and the new "togetherness."

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