Marketing in the Metaverse: Opportunities for Brand Engagement

10-Jul-2025

Step into the metaverse and you're entering a sprawling digital multiverse where real-world brands are building experiences, not just ads. We're talking virtual stores, AR-powered product demos, digital concerts, collectable NFTs and interactive games—all designed to captivate, engage and convert. This is no futuristic vision; it’s happening now and it's transforming how brands connect with global audiences, especially Gen Z and Gen Alpha.

1. A Metaverse Economy in Numbers

The scale and pace of growth in metaverse marketing are staggering:

• The metaverse economy hit $738 billion in 2024, projected to reach over $1.27 trillion in 2025, growing ~29% CAGR through 2032.
• Even conservative estimates place it at $316 billion in 2025, peaking at $1.3 trillion by 2029 (~43% CAGR)
• Platforms like Roblox, Fortnite and Decentraland now host over 600 million active users, with forecasts estimating close to 700 million monthly users in 2025 

This isn't hype—it's an expanding universe of user attention, time spent and brand interaction potential.

2. Why Brands Can't Ignore the Metaverse

Gen Z & Alpha Engagement: On Roblox, about 70% of users are under 24 and 80% of Gen Z adults say they want metaverse experiences. Essentially, it's where the youngest consumers already live—and where they’re open to branded experiences.

Proven Performance:

• 19% higher engagement on AR-driven metaverse ads vs static content.
• 40% higher conversion rates on immersive campaigns vs typical digital ads.
• 56% of users find metaverse brand content more memorable; 52% report increased trust after such experiences.
• Luxury brand Louis Vuitton’s virtual pop‑up yielded 12× ROI at 73% cheaper than physical pop-ups.

Brands are treating this as a new marketing frontier with measurable impact.

Read more: What Is Metaverse Technology? In-Depth Analysis and Guide

3. How Brands Are Winning the Metaverse Game

Here’s a breakdown of the formats making waves—and why they matter:

a) Immersive Virtual Worlds & Gamified Campaigns

• Coach: “Find Your Courage” (Roblox & Zepeto): An immersive brand world with missions, influencer-led activations and data-driven interaction boasted strong engagement—crafted over an entire year.
• Wendy’s “Food Fight” in Fortnite Creative: With 1.5 million players and a tripling of social media mentions, the campaign showed how fast-paced and interactive experiences can energize brand recognition.

b) Fashion & Lifestyle Experiences

• Gucci Garden (Roblox): Not only drew 20 million visits in a month, but also sold virtual digital Dionysus bags for around $4,000 each.
• Nike’s NIKELAND: Over 31 million visits, combining games, apparel drops and branded activities. Reportedly close to $185 million in digital revenues in 2023.

c) AR Try-Ons & Product Interaction

• Zara launched AR fitting rooms globally—return rates dropped 27%, conversions rose 19%
• AR features accounted for 61% of metaverse ad campaigns in 2023, with average engagement lifting 19% above static ads.

d) NFTs & Branded Collectibles

• Coca‑Cola minted NFT collectibles in Decentraland to raise $1 million for charity, also offering digital ownership experiences.
• Gucci’s NFT release earned $1.2 million in minutes, while Clinique introduced NFTs as loyalty tokens—demonstrating that collectible branding is resonating.

e) Virtual Live Events & Concerts

• Ariana Grande’s Rift Tour in Fortnite logged 27 million attendees globally.
• Samsung S22 Zepeto treasure hunt reported 4 million users in a month-long event.

4. Numbers That Prove Impact

These aren’t vanity metrics—brands see real uplift across revenue and perception.

5. Brand-by-Brand Breakdown

Coach: Invested a year integrating brand story, gaming interaction and influencer momentum to extend reach and establish emotion-forward engagement.

Gucci: Cross-platform play across Roblox, Zepeto, Decentraland. Nearly 20 million visits in two weeks; four-figure quick sales.

Nike: NIKELAND earns millions via immersive sports gameplay, while wearable releases drive real dollars.

Zara: Leveraged AR to ensure fit confidence, leading to lower returns and happier customers.

Read more: What are the Applications of Metaverse in Virtual Gaming?

6. How to Do It Right – Best Practices

1. Match platform with audience: Roblox for teens, Decentraland for adult digital citizens.
2. Build purposeful presence: Users should feel part of a story or journey—not ambushed by ads.
3. Phygital blur: Merge digital engagement with real-life utility—like QR-linked bonuses, live event tie-ins.
4. Tap virtual influencers: Figures like Miquela or Shudu can elevate reach with a fraction of celebrity costs.
5. Cultivate community: Brands should sponsor shared spaces—not one-off activations.
6. Measure, test, iterate: Track dwell time, engagement, conversion and evolve based on data.

7. Cross‑Platform Storytelling: Beyond Single Worlds

One of the most powerful strategies emerging is cross‑platform narrative cohesion. Instead of launching in Roblox or Decentraland, brands are experimenting with unified story arcs across multiple virtual environments:

• Launch in Roblox: Host a mini-adventure featuring virtual versions of your products or mascot.
• Continue in Fortnite: Provide seasonal events or digital skins tied to the initial release.
• Offer AR interaction in real life: QR codes on packages unlock exclusive virtual rewards.
• Drive real-world conversions: Gamified loyalty programs redeemable online or in-store.

This layered strategy keeps users engaged across different touchpoints. Think of it like a multi-channel movie franchise—each episode adds depth, not just another ad push.

8. Brands Going In-House: Virtual Labs and Mini-Studios

Some brands are forming small in-house teams to incubate virtual innovation—like “Metaverse Labs”:

• Air France built a mock cockpit in VR to train staff in safety drills.
• PepsiCo prototyped virtual vending machines in 3D world snapshots before building for real.
• LEGO internally tests virtual toy-building experiences with employee avatars, then rolls out public beta builds in Roblox.

By owning the creative process, brands can experiment fast, keep budgets lean and develop IP that’s as valuable in-game as it is outside.

9. Employee Engagement & Workforce Branding in VR

It’s not just consumers—employees are also entering the virtual stage. Many global companies are:

• Hosting virtual town halls in platforms like VRChat or Horizon Workrooms
• Designing immersive onboarding programs where new hires tour digital HQs
• Using gamified training modules—say, a virtual emergency drill or product quiz staged on a branded island

This internal adoption builds familiarity, lowers the barrier for public brand storytelling and primes staff as natural virtual advocates.

10. Education, Training and B2B Use Cases

Marketing in the metaverse is not just B2C—it’s also B2B and educational:

• Samsung created a virtual repair workshop to train third-party technicians remotely, using simulated tools and parts.
• Deloitte uses VR for immersive client presentations and auditing simulations.
• Autodesk released AR-enabled design tools that let architects show clients 3D models in their living rooms.

These “experience-first” strategies position brands as solution thinkers, not salespeople.

11. Regulations, Ethics & Responsibility

As brands enter virtual worlds, they must navigate ethical and legal considerations:

• Age gating & parental consent: Platforms used by teens require age-appropriate moderation
• Virtual data safety: Avatars, chat logs and actions constitute personal data—GDPR/CCPA apply
• Environmental considerations: Energy-intensive crypto and NFT minting warrant offsetting pledges

Forward-thinking brands proactively audit for bias, include virtual accessibility (e.g., subtitles in AR) and publicly discuss sustainability partnerships tied to their virtual stores or NFT drops.

12. Potential Pitfalls

• High upfront cost: 3D builds and cross-platform integration aren’t cheap.
• Platform mismatch: Teenage hangouts vs luxury showcase halls—know your audience context.
• Buzz burnout: Platforms like Horizon Worlds saw low retention; not everything scales past novelty (Wired).
• Regulation and user safety: Especially when targeting minors—brands must watch privacy laws and virtual environment policies.

13. What’s Next in Brand-Led Metaverse

• Unified virtual campaigns: Brands deploying coherent narratives across Roblox, AR apps, Twitch and IRL events.
• Low/no code creation tools: Platforms will let smaller brands build virtual pop-ups and product demos.
• Phygital incentive systems: Virtual purchases tied to real-world perks (discounts, product drops).
• Rise of virtual brand ambassadors: Brands will co-create avatars and influencers uniquely aligned with campaigns.
• Community-as-brand-spaces: Fans organizing hangouts, quests and loyalty drops—all under the brand umbrella.
• Spatial Commerce: Virtual shopping streets with AR storefronts (pilots in Korea, China).
• Hybrid Live Events: Real-time events with virtual layers (e.g., IKEA workshops, sports matches).
• Voice-First Engagement: AI avatars acting as interactive brand guides.
• Blockchain Loyalty: Virtual goods offering real-world benefits (e.g., exclusive product access).
• User Co-Creation: Fans designing digital fashion or games—integrated into brand lines.

Conclusion

The metaverse isn’t some futuristic fad—it’s happening now and it’s reshaping how brands engage digitally. With deep immersive worlds, AR-enhanced product experiences, collectible memorabilia and measurable growth, this is a new battleground for attention and brand equity.

Success means approaching it not as a single campaign, but as an ongoing, data-informed relationship. Choose the right world, know your audience, test boldly and blend virtual with real. Metaverse marketing isn't merely advertising—it's storytelling, innovation and community-building rolled into one.

Marketing in the Metaverse