There is growing interest in the metaverse and audiences appear receptive to brand and sponsor content, according to a survey in China, Japan, the UK and the United States by game analytics company Newzoo.
The metaverse has no single definition but is broadly considered a large-scale, shared and social virtual universe where users can create, play and interact. Facebook, mixing its social networking and augmented/virtual reality interests, is playing an increasingly important role.
Among consumers that are interested in socialising in game worlds, 'free content funded by advertisers & sponsors' is a popular feature – it...