The Metaverse has been in the spotlight for a while, but what does it really represent? Is it already dead, as some claim, or is it merely at the dawn of its evolution? In this article, we will explore the concept of the Metaverse, debunking 10 false myths circulating around this new digital frontier and analyzing the opportunities it offers to businesses.

What is the Metaverse?

To understand the Metaverse, we must start with its definition. According to the Extended Reality & Metaverse Observatory of the Politecnico di Milano, the Metaverse is an “immersive, persistent, interactive, and interoperable ecosystem made up of multiple interconnected virtual worlds where users can socialize, work, conduct transactions, play, and create assets, also accessing through immersive devices.” These elements are fundamental for the creation of a true Metaverse.

Metaverse: virtual reality or a new mode of interaction?

Talking about the Metaverse today is a bit like talking about the internet in the seventies. Although it formally exists, it seems that few really understand what it is. A simpler perspective is to consider it not as a specific technology, but as our way of relating to technology itself. The Metaverse is our new mode of interaction with a digital world.

Business interest

The Metaverse has already attracted the attention of many companies that are exploring business opportunities within virtual worlds. In Italy, the Extended Reality & Metaverse Observatory has estimated that there are 1.4 million internet users, over 18 years old, who regularly visit at least one of the 212 currently existing virtual worlds. This shows a growing interest in this new digital frontier.

The international Metaverse market

At the international level, the Politecnico di Milano has mapped 212 different virtual worlds, but interoperability remains a major challenge. However, 54% of these worlds are already “metaverse-ready,” meaning they are accessible, persistent, economically active, and equipped with 3D graphics. Companies are already exploring this new territory, with 445 projects at the international level, mainly concentrated in the retail sector (37%) and entertainment (27%).

How companies can benefit from the Metaverse

Most corporate initiatives in the Metaverse are focused on the front-end, directly influencing end consumers. These initiatives aim to increase brand visibility, customer engagement, and, in some cases, sales. However, projects related to the back-end are beginning to emerge, such as virtual offices and HR activities, including interviews and employee training.

The Future of the Metaverse

Despite the criticism and voices about the “death of the Metaverse,” it is important to understand that the true Metaverse, with all its distinctive characteristics, does not yet exist. At present, there are only some virtual worlds that could, in the future, become interoperable and composable, thus creating the foundations of this new digital universe. Companies must now seek to attract the attention of millions of users accustomed to moving and communicating in virtual worlds, offering stimulating experiences and value propositions.

In conclusion, the Metaverse represents a new digital frontier that is gaining increasing relevance. While the future remains uncertain, companies must be ready to explore the opportunities this new mode of interaction with technology offers. With caution, targeted investments, and experimentation, they can create virtual experiences that capture users’ attention and engage them continuously. The Metaverse may not yet be fully realized, but its potential is undeniable.