3 projects that show that the metaverse is not dead

While the buzz surrounding the metaverse has definitely died down, some big brands are still releasing exciting new virtual worlds.

In October 2021, Mark Zuckerberg made a big announcement: facebook would be changing its name to Meta.

This was driven by his vision that the metaverse represented the future of the tech giant: virtual worlds where people would work and play.

But it has been a turbulent ride for the social network, which also owns instagram and WhatsApp. Billions of dollars have been invested in building its metaverse, with little result. That aggressive investment continues. Reality Labs, the Meta division responsible for bringing this technology to life, lost $3.8 billion in the first quarter of this year and has focused much more on artificial intelligence.

Many other companies have also made big bets on the metaverse, with mixed success. Disney was especially optimistic, with former CEO Bob Chapek stating that it would be “the next great narrative frontier.” But last year, the entire department tasked with making this happen was abruptly shut down in a brutal round of layoffs.

The House of Mouse does not seem to have completely given up on this dream. In February, Disney invested $1.5 billion in Epic Games in a bid to create a “new persistent universe.” Tellingly, the word “metaverse” did not appear even once in the press release.

One could argue that the rumors surrounding virtual worlds have been overshadowed by the rise of ai. But reports of the death of the metaverse have been greatly exaggerated, and some pretty big projects are still being announced on a regular basis.

McMetaverse

Earlier this month, McDonald's Singapore introduced a new virtual world called My Happy Place, located directly within the fast food giant's app. Users have been promised the chance to win “exclusive pricing and products,” as well as a year of free meals. Some of the games on offer invite players to create a burger or design the restaurant of their dreams.

There are also perks for lucky owners of nfts based on McDonald's famous purple character, Grimace, which was released last year. Because? Because they will be able to unlock special wearables that will not be available to anyone else.

Ikea

Later in June, Swedish home furniture retailer IKEA will also launch a virtual universe on Roblox that has been billed as “the brand's first foray into mainstream gaming.”

The Co-Worker Game will allow players to experience what it's like to work at IKEA and move between departments. Levels have been inspired by real-life roles played by staff and include rearranging showrooms and serving dumplings. In a surreal twist, a small number of players will also receive £13.15 per hour for participating… equivalent to the living wage paid to workers in London.

Some of the questions on the application form are surreal, to say the least, including how you would feel if you were turned into pixels and what you would do if the store ran out of pixelated hot dogs at the bistro.

IKEA has said it aims to “attract a new generation of co-workers” and demonstrate that there are ample opportunities for career progression within its business.

Wales in the metaverse

Skeptics who dismiss virtual worlds as a fad have also taken issue with the Welsh government in the United Kingdom, which has become the first European country to establish a presence in the metaverse. Hosted by Spatial and created by the national tourism board, the platform is expected to offer visitors a taste of the destinations and attractions available if they decide to come in real life.

Players can wander through a historic castle to search for a hidden map, take a cable car from one side of the metaverse to the other, and admire an amphitheater where authentic Welsh music is performed. Most importantly, you don't need a VR headset to participate as it's also available on smartphones, tablets, and laptops. Tourism Minister Hannah Blythyn said:

“The Wales metaverse was created to reach new audiences, wherever they are in the world, and inspire them to visit our incredible nation for real. By showcasing some of the best that Wales has to offer to visitors in this incredibly innovative way, we are putting Wales into an online sphere where millions of people already gather every day.“

Hannah Blythyn

With each of these three projects announced in the last few months, it's clear that there is still a lot of enthusiasm to build in the metaverse. And as virtual reality headsets become cheaper and more efficient, there's a good chance that curious consumers will become more excited to take the plunge.