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The internet community has been buzzing over the past few months about a technology called the Metaverse. In December, Facebook rebranded itself as Meta. At the time, CEO Mark Zuckerberg said he was eager to “help bring the Metaverse to life.” A month later, Microsoft said its acquisition of gaming giant Activision had “laid the groundwork” for it.
The metaverse is used by major brands and they actively invest in this sales channel. However, the development of the advertising market on the new platform has already led to the emergence of fraudulent techniques for deceiving advertisers.
Contents
1. What is the Metaverse
2. Metaverse as an advertising platform
3. Examples of Marketing in the Metaverse
3.1. Facebook – Meta
3.2. Microsoft
3.3. "Disney"
3.4. Warner Bros. Pictures - party In the Heights
3.5. Hyundai – Roblox
3.6. Nike
3.7. Gucci – Gucci Garden exhibition
3.8. Coca-Cola – Tafi
3.9. Louis Vuitton – “Louis: The Game”
3.10. Balenciaga
4. Metaverse Advertising Scams
The term itself was coined by Neal Stephenson in his 1992 novel Snow Crash, which describes a place where people use virtual reality devices to interact in a digital game world.
The transition of most people from landline Internet to mobile has changed people's attitudes to communication and receiving information. And, according to a number of experts, the metaverse can become the next step in the development of virtual technologies and a new type of social interaction.
To explore the space, each user has their own avatar - a transfer of their “I” from reality to the digital environment in the form and format that is presented on the 3D platform.
For example, fashion houses can present new shows in 3D, and viewers can attend remotely. Video conferencing can also be taken to the next level — in virtual form. Shopping and trying on clothes will also be possible in the metaverse.
Product placement in the metaverse is a new way for advertisers to sell, another opportunity to promote their own products and services. As users create avatars, clothing brands are already making their products available for purchase in digital format.
Two years of the COVID-19 pandemic and strict restrictions have also taken their toll. Live concerts are replaced by virtual ones. The same applies to exhibitions, theater, etc. Filmmakers now have the opportunity to present trailers of their films to a wider audience.
The metaverse as an advertising tool has a number of advantages:
In simple terms, the opportunities for advertisers in the augmented reality environment are enormous. But wherever advertising lives, fraud lurks.
In addition, the company is expected to develop new technologies that will help people create their own environment for the metaverse, including the Presence platform for integrated reality on VR and AR devices Oculus Quest 2. They are also ready to invest $ 150 million in training the next generation of meta-developers.
As proof of this, in November 2021, at the Ignite conference, Microsoft presented Mesh, a program that uses mixed reality tools to create a digital avatar of the user. The program allows you to be present and share experiences, no matter where you are at the moment.
Back in November, Disney CEO Bob Chapek confirmed the company's plans to create its own metaverse:
Disney has already begun integrating the physical and virtual worlds to help guests navigate the park's platforms with ease. To do this, a special wrist device, MagicBand+, was created that allows guests to immerse themselves in the world of Disney and discover their favorite moments in a new interactive format.
Visitors to the virtual site could stand near the central store where the film takes place, participate in the creation of graffiti and watch videos and interviews about the creation of the film, watch dance lessons from the film's choreographer, interact with virtual objects, play interactive mini-games and solve quests.
Hyundai Mobility Adventure is the first to create its virtual content on the Roblox platform. It is aimed at young consumers who are tech-savvy and are open to exploring virtual worlds. By introducing them to its products, Hyundai Motor is trying to strengthen its connection with its fans.
RTFKT previously collaborated with young artist FEWOCiOUS, which resulted in the release of real sneakers paired with virtual ones. 600 pairs sold out in just six minutes, earning the duo $3.1 million.
Shortly before this, Nike filed seven applications for new trademarks, which is a direct indication of its intention to produce and sell Nike-branded footwear, clothing and accessories in the virtual environment.
Coinciding with the launch of Garden Archetypes, an immersive multi-sensory space, Gucci has teamed up with Roblox to launch Gucci Garden, a unique interactive virtual exhibition.
When a user enters the Gucci Garden, their avatar transforms into a mannequin and “absorbs” various elements of the exhibitions. As a result, as they visit different spaces and rooms, each mannequin becomes a unique work of art.
The Friendship Box, as it’s called, is a reimagined version of the collectible Coca-Cola vending machine, presented as an NFT. It contains a futuristic Coca-Cola Bubble Jacket, a sound visualizer, and a postcard inspired by collectible Coca-Cola postcards from the 1940s.
An in-game Balenciaga store was also developed, offering a real-world clothing line. Cosmetics can also be purchased on the brand's marketplace. An animated billboard was placed above the virtual store, featuring a walking dog named Doggo in a hoodie.
The billboard was not only visible in the virtual world, but also in the real world: it was placed in New York, London, Tokyo and Seoul. Doggo's sweatshirt was also part of Balenciaga's Fortnight collection.
Metaverse tokens are used to buy virtual land, event passes, avatars, and other digital items. It's big business! Global NFT sales surpassed $4 billion at the start of the new year.
And while the metaverse is a completely new and revolutionary technology, the same cannot be said about blockchain. Fraudsters have gotten to it, too. In 2024, the number of transactional crimes related to blockchain reached a record high, with fraudsters scamming $7.8 billion.
Fraud methods that use cryptocurrency bots are becoming more organized and complex. The fraudsters themselves in this case practically do not risk anything, but at the same time receive huge amounts of money.
Here are some examples of cheating methods in the metaverse:
Automated fraudulent attacks on the metaverse are expected to only increase in the near future. Digital advertising, if left without a cybersecurity system, will become an additional target for web scraping, spambots, and account takeovers.
The metaverse will not be widely popular and used for a long time. In the meantime, we want to hope and believe that protection systems against automated fraudulent activity will develop along with it. Large IT companies and intercontinental corporations can show by their example that they take this problem seriously.
The metaverse is used by major brands and they actively invest in this sales channel. However, the development of the advertising market on the new platform has already led to the emergence of fraudulent techniques for deceiving advertisers.
Contents
1. What is the Metaverse
2. Metaverse as an advertising platform
3. Examples of Marketing in the Metaverse
3.1. Facebook – Meta
3.2. Microsoft
3.3. "Disney"
3.4. Warner Bros. Pictures - party In the Heights
3.5. Hyundai – Roblox
3.6. Nike
3.7. Gucci – Gucci Garden exhibition
3.8. Coca-Cola – Tafi
3.9. Louis Vuitton – “Louis: The Game”
3.10. Balenciaga
4. Metaverse Advertising Scams
What is the Metaverse
Metaverse is an integrated virtual reality world, a 3D network where people can interact with each other non-physically, but with the effect of personal presence.The term itself was coined by Neal Stephenson in his 1992 novel Snow Crash, which describes a place where people use virtual reality devices to interact in a digital game world.
The transition of most people from landline Internet to mobile has changed people's attitudes to communication and receiving information. And, according to a number of experts, the metaverse can become the next step in the development of virtual technologies and a new type of social interaction.
To explore the space, each user has their own avatar - a transfer of their “I” from reality to the digital environment in the form and format that is presented on the 3D platform.
For example, fashion houses can present new shows in 3D, and viewers can attend remotely. Video conferencing can also be taken to the next level — in virtual form. Shopping and trying on clothes will also be possible in the metaverse.
Metaverse as an advertising platform
In real life, we encounter advertising at every step: TV, the Internet, billboards on the street. And now it can be integrated into the virtual world. For example, a VR football game, where real-world advertising is shown during the match.Product placement in the metaverse is a new way for advertisers to sell, another opportunity to promote their own products and services. As users create avatars, clothing brands are already making their products available for purchase in digital format.
Two years of the COVID-19 pandemic and strict restrictions have also taken their toll. Live concerts are replaced by virtual ones. The same applies to exhibitions, theater, etc. Filmmakers now have the opportunity to present trailers of their films to a wider audience.
The metaverse as an advertising tool has a number of advantages:
- It includes immersive environments, often (but not always) using virtual or augmented reality technologies.
- The Metaverse is "always on" and exists in real time.
- Covers both virtual and physical worlds.
- Based on a fully functioning virtual economy, often (but not always) built on cryptocurrency and digital goods and assets, including non-fungible tokens (NFTs).
- Allows people to have a virtual identity, experience presence, and perform peer-to-peer interactions, transactions, create user-generated content, and “build their own world.”
In simple terms, the opportunities for advertisers in the augmented reality environment are enormous. But wherever advertising lives, fraud lurks.
Examples of Marketing in the Metaverse
Below we provide examples of how various corporations and brands are using the 3D world for marketing purposes and as a new sales channel.Facebook – Meta
Last October, at the online presentation “Connect-2021”, the head of the social network announced the renaming of Facebook, Inc. to Meta. The goal was the company’s new mission — to bring the metaverse to life. According to him, with its help, people will be able to communicate, find the necessary thematic communities and promote their business.In addition, the company is expected to develop new technologies that will help people create their own environment for the metaverse, including the Presence platform for integrated reality on VR and AR devices Oculus Quest 2. They are also ready to invest $ 150 million in training the next generation of meta-developers.
Microsoft
Satya Nadeliya, CEO of Microsoft, said:As proof of this, in November 2021, at the Ignite conference, Microsoft presented Mesh, a program that uses mixed reality tools to create a digital avatar of the user. The program allows you to be present and share experiences, no matter where you are at the moment.
"Disney"
In December 2021, Disney filed a patent for a “virtual world simulator” that recreates one of the company’s theme parks in 3D. Inside the park, users will be able to navigate a “personalized, highly immersive 3D virtual environment.” The company says this won’t even require augmented reality devices.Back in November, Disney CEO Bob Chapek confirmed the company's plans to create its own metaverse:
Disney has already begun integrating the physical and virtual worlds to help guests navigate the park's platforms with ease. To do this, a special wrist device, MagicBand+, was created that allows guests to immerse themselves in the world of Disney and discover their favorite moments in a new interactive format.
Warner Bros. Pictures - party In the Heights
In 2021, Warner Bros. Pictures hosted a virtual party on the Roblox gaming platform to promote the film "Dream High." They brought the dance, music, and Latino culture of the iconic Washington Heights neighborhood to the venue.Visitors to the virtual site could stand near the central store where the film takes place, participate in the creation of graffiti and watch videos and interviews about the creation of the film, watch dance lessons from the film's choreographer, interact with virtual objects, play interactive mini-games and solve quests.
Hyundai – Roblox
In October 2021, Hyundai launched Mobility Adventure, a metaverse on the Roblox gaming platform where it presented its products and future mobile solutions. The virtual space allows users to create their own avatars and explore Hyundai's mobile offerings.Hyundai Mobility Adventure is the first to create its virtual content on the Roblox platform. It is aimed at young consumers who are tech-savvy and are open to exploring virtual worlds. By introducing them to its products, Hyundai Motor is trying to strengthen its connection with its fans.
Nike
In December 2021, Nike announced the acquisition of unique token studio RTFKT, which produces digital collectibles (including virtual sneakers) for the metaverse.RTFKT previously collaborated with young artist FEWOCiOUS, which resulted in the release of real sneakers paired with virtual ones. 600 pairs sold out in just six minutes, earning the duo $3.1 million.
Shortly before this, Nike filed seven applications for new trademarks, which is a direct indication of its intention to produce and sell Nike-branded footwear, clothing and accessories in the virtual environment.
Gucci – Gucci Garden Exhibition
Gucci Garden.Coinciding with the launch of Garden Archetypes, an immersive multi-sensory space, Gucci has teamed up with Roblox to launch Gucci Garden, a unique interactive virtual exhibition.
When a user enters the Gucci Garden, their avatar transforms into a mannequin and “absorbs” various elements of the exhibitions. As a result, as they visit different spaces and rooms, each mannequin becomes a unique work of art.
Coca-Cola – Tafi
In honor of International Friendship Day, Coca-Cola partnered with Tafi to develop unique tokens of its products for the metaverse. Coca-Cola launched an auction for an NFT secret box, which contained digital clothing for the virtual world of Decentraland.The Friendship Box, as it’s called, is a reimagined version of the collectible Coca-Cola vending machine, presented as an NFT. It contains a futuristic Coca-Cola Bubble Jacket, a sound visualizer, and a postcard inspired by collectible Coca-Cola postcards from the 1940s.
Louis Vuitton – Louis: The Game
To celebrate the 200th anniversary of the brand’s founder, Louis Vuitton has released Louis: The Game, a video game in which Vivienne travels through a colorful virtual world in search of collectible NFT candles. Each candle found reveals a story about the travels of Louis and his family. Players can collect 30 tokens, including 10 from Beeple, an artist whose digital collage sold at Christie’s for $69.3 million.Balenciaga
Fashion house Balenciaga partnered with Epic Games to help integrate branded skins into Fortnite. Four designer skins were created, as well as accessories. For example, among the items, you could buy a designer pickaxe and a Balenciaga bling backpack.An in-game Balenciaga store was also developed, offering a real-world clothing line. Cosmetics can also be purchased on the brand's marketplace. An animated billboard was placed above the virtual store, featuring a walking dog named Doggo in a hoodie.
The billboard was not only visible in the virtual world, but also in the real world: it was placed in New York, London, Tokyo and Seoul. Doggo's sweatshirt was also part of Balenciaga's Fortnight collection.
Metaverse Ad Scams
Unfortunately, any resource, technology, platform can be vulnerable to fraudsters. It is fraud that shows parallels between the real world and the virtual one. Here it is based on the money of the metaverse - unique tokens (NFT).Metaverse tokens are used to buy virtual land, event passes, avatars, and other digital items. It's big business! Global NFT sales surpassed $4 billion at the start of the new year.
And while the metaverse is a completely new and revolutionary technology, the same cannot be said about blockchain. Fraudsters have gotten to it, too. In 2024, the number of transactional crimes related to blockchain reached a record high, with fraudsters scamming $7.8 billion.
Fraud methods that use cryptocurrency bots are becoming more organized and complex. The fraudsters themselves in this case practically do not risk anything, but at the same time receive huge amounts of money.
Here are some examples of cheating methods in the metaverse:
- Account takeover attacks - where scammers use traditional phishing attacks to access accounts and steal NFTs.
- Negative review bot attacks are similar to how review sites work today, where negative customer reviews can cause reputational damage to a business, which can subsequently lower the value of an NFT.
- Multi-accounting is the creation of multiple accounts on a metaverse platform to launder criminal proceeds.
Automated fraudulent attacks on the metaverse are expected to only increase in the near future. Digital advertising, if left without a cybersecurity system, will become an additional target for web scraping, spambots, and account takeovers.
The metaverse will not be widely popular and used for a long time. In the meantime, we want to hope and believe that protection systems against automated fraudulent activity will develop along with it. Large IT companies and intercontinental corporations can show by their example that they take this problem seriously.
