MANILA, PHILIPPINES — The metaverse is here and its future is virtually limitless. That is the message at the heart of “Metaverse: The New Age of Experience,” a webinar hosted by creative agency Havas Ortega Group last September 22.
The event saw Philip Tiongson, Havas Ortega’s director for data science, share insights featured in the Prosumer Report on the Metaverse, a series of thought leadership reports regularly published by the Havas Group, which shares insights on different topics based on a survey on “prosumers” or the 20% of consumers who are influential and market drivers. They are first to market and usually 6 to 18 months ahead of the mainstream.
The metaverse, according to the report, offers a number of consumer benefits that include expanding the scope of users’ experiences by allowing them to participate in virtual events, providing a wider stage for learning, creating more inclusive spaces for personal exploration and social interaction, and, of course, increasing the opportunities for economic exchanges. This is a belief of 83% of Filipino prosumers.
It is this economic exchange that brands need to participate in by creating strong campaigns that appeal to consumers. Beginning with providing users with exclusive items and offers by connecting with a brand through the platform they’re on, brands need to look at the possibilities beyond just products. The metaverse is about creating an experience.
The report also revealed other data on how prosumers see the metaverse. For example, 69 percent of Filipino Prosumers believe the metaverse is more inclusive compared to real-life spaces. Also, 55 percent of the surveyed prosumers are worried the metaverses will worsen the digital divide between those with access and skills and those without.
It is not just one space
After the presentation of the Prosumer Report, a Creator Panel was held, where experts and innovators in the blockchain, NFT, and technology spaces shared their thoughts on the Metaverse.
The invited panelists were Fabien Aufrechter, VP for Web 3 and the Metaverse for Vivendi; Jay Lim, chief operating officer of Havas Ortega Group; Arvin Yason, innovation hub director of Accenture Philippines; and AJ Dimarucot, graphic designer and metaverse entrepreneur. The panel was moderated by Angie Tijam-Tohid, executive creative director of the Havas Ortega Group.
In the panel, Jay stressed that “In reality [the metaverse] is basically an ecosystem of different realities.” And by understanding what experiences can be offered and how they can build relationships with their consumers, brands can transcend the traditional boundaries of commerce and expand their reach further than was initially imaginable.
AJ noted that In the Philippines, the adoption of the metaverse began with gaming. “I think games will probably be the biggest gateway.” He explains that it shows how Filipinos adapt to this quickly, whether or not users fully comprehend all the aspects of their use of the platform, citing the rapid rise and decline in popularity of the NFT game Axie Infinity.
What to watch out for
Fabien pointed out that while the metaverse has been growing and will continue to grow as more and more users explore it, we are still in the early stages of the metaverse.
Arvin supported this by reminding viewers that what we have in the physical world is not directly translatable to the digital and there are experiences that must be regulated as well, particularly for social events where age gates may be necessary. The panelists also agreed that, given the lack of an official governing body for metaverse regulations, it is up to brands and marketers to self-regulate and ensure that the respect for and safety of consumers continues to be at the forefront.
Making a mark
“It’s all about building value,” Arvin continued. “Gaming is the foot in the door, but I think other industries need to move in quickly.”
“A lot of people are willing to play [in the metaverse],” added Fabien. “The big question beyond metaverse is not just [what is] augmented in virtual reality. This is really the idea of having digital assets that have real value.”
“I do hope that it’s something that our partners would start considering moving forward because we really see this as something that’s going to be really critical and crucial within the communication landscape that we have in our industry,” Jay continued.
Already taking the lead on studying and creating strategies for this adjustment is Havas Ortega, helping brands position themselves in the metaverse so they can adapt to the changes that the platform brings and thrive. To this end, Havas is offering Brunch-storming sessions where brands can work with experts to work on their metaverse offerings and work out how they can incorporate a meaningful metaverse experience for their clients.
