Advertisers must think like gamers to succeed in the metaverse

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One of the most obvious facts about the metaverse is that it is not real. Everything is digital. The spaces of the metaverse are only limited by the imagination of the creators and players. Roblox’s Manuel Bronstein joined GamesBeat’s Rachel Kaser at our GamesBeat Summit Next 2022 Running a Vibrant Economy in the Metaverse panel to brainstorm ways to make some money despite the lack of physical items.

Advertisers need to get into that same headspace if they want their ad campaigns to be wildly successful. In the real world, we are limited by these pesky physical laws like gravity. In the digital world, we can fly. A static ad doesn’t need to be grounded in the digital world. But even that is not imaginative enough. More than that, this new reality in the metaverse is a fact that many players have simply grown up with.

“The majority [of Roblox users] he is over 13 years old,” Bronstein said. “The fastest growing demographic is 17 to 24.”

These metaverse spaces are, by and large, games. So make the ads interactive. Make them games and make them fun. Other than that, make them the gateway to fun. Or give players another reason to participate, if you can’t pull off a game. Many players love to collect things to customize their avatars.

So give them things to collect and dress up.

Advertisers, look to Roblox for inspiration

The front view of Roblox EDC.
The front view of Roblox EDC.

Roblox, one of the best examples of a metaverse space, has essentially solved this type of ad integration. The game currently features an ongoing advertising campaign from Philips Norelco, sellers of razors and other grooming equipment.

“For a lot of people, the experience is in the background,” Bronstein said. “What you want to do is go out with your friends. You go there to be there, together… sharing the same space.”

Philips Norelco’s advertising campaign is not the digital equivalent of a billboard. He’s really tapping into the game mentality. While the ad campaign is running, players can collect and wear dozens of different hairstyles just by playing the game. inside ad.

The advertising area, Shavetopia, also comes equipped with portals to some of Roblox’s most played games. Players have a reason to spend time in Shavetopia. Beyond that, gamers practically become walking advertisements for Philips Norelco the entire time Shavetopia is live.

No one talks about what ad they happened to see on TV anymore. People are much more likely to talk about the origin of their diseased goatee. Basic ads are no longer enough. Fun, interactive experiences are the goal of metaverse advertising.

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