Brands are not cutting back on their investment in metaverse marketing despite the impending recession. As marketers invest money in esports organisations and proto-metaverse platforms like Roblox and Fortnite, they also develop collaborations with game companies. This type of brand activation is actually simply rebranded in-game advertising. Invisalign’s CMO “My bias is to continue with this experiment since this is simply so fresh for us,” said Raj Pudipeddi. NASCAR vice president and chief digital officer Tim Clark refers to the organization’s most recent incursions into the metaverse as “Web3.” Sir Martin Sorrell, co-founder and chairman of S4 Capital, forecasts that it will make up 40% of his company’s income in the coming year.
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