User numbers remain low, but marketers don't want to be left behind.
Major brands including Walmart, Nike, Disney, Levazza, Argos and Mini have flocked to develop their own experiences across platforms such as Meta’s Horizons, Decentraland, Sandbox and games such as Fortnite, Roblox and Star Atlas. Even Second Life, which was born in 2003 during Web 1.0, is getting a second life in Web3. But are audiences buying in? Not so much. At least not yet.
Lindsey McInerney, CEO of Sixth Wall described the brands that are commissioning experiences as “pioneers” who would reap the rewards of having explored the opportunity down the line.
By being early, brands have the opportunity to capture an audience that late adopters won’t have. The people who are learning to think in 3D and acquiring the skill set that they need to go forward and build much larger experiences later, they’re gaining all of that now by going early and giving things a go.