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Absolut.Land, which garnered more than 1.5 billion impressions in the first six days, proves that inclusion in the metaverse isnât just a thoughtful gesture but also a business imperative. It also speaks to the growing use of the metaverse as a purpose-driven experience rather than an aimless pastime.
According to Heather Healy, whose company has worked with Roblox to design accessible playground equipment for users with disabilities, an opportunity exists for agencies and brands to create activations that work toward a greater good.
Inspiring interest
A study from the Entertainment Software Association found that the gamer demographic largely spills over into the metaverse, with 73% of users being white. But through events like concerts and shopping activations, the metaverse has the opportunity to attract a more diverse audience that has interests beyond gaming.
For instance, Alo Yoga, a clothing retailer that advocates for inclusion in the metaverse, brought mindfulness, meditation and fashion to Roblox, receiving 51.5 million visits, with 59 million pieces of clothing worn by avatars.
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