Metaverso is characterized, first, not being a homogeneous phenomenon or space.Second, it consists of various channels and different levels of immersion.And third, your access is possible through different devices such as mobile phones, videoconslas, computers and virtual reality viewers.

Metaverso is formed as a virtual environment of our real life.That is, it is a digital extension of all our social relations and our entertainment.

Edward Castrovova, an expert in the metoverso, identifies as its essential characteristics the interactivity, corporation and persistence.And these are because, although we are not connected to the virtual environment, it remains in operation.

In this virtual environment, user interactions are carried out under the figure of avatars.These are customizable apparently and clothing at ease from each user.

Current background and referents

The closest thing on the Internet to metaverso that can come to mind is Second Life.This metoverso was conceived by Virtual Sillicon Valley enthusiasts.One of them was Jaron Lanier, today known for his participation in the Netflix documentary, The Social Dilemma.

Second Life has proposed (because it is still operational) a virtual environment that is possible to access from computers and recent mobile.In it, users interact in real time, develop professional and recreational activities.And in addition, they can acquire goods and services through their own currency prior change for real money.

But probably the best known examples are now related to the world of video games.And these examples are Cyberpunk 2077, Animal Crossing New Horizons, Fornite and Roblox.

Facebook is also developing a more immersive version of its social network.This was known as Facebook Horizons and from October 2021 as Horizon Worlds.

On a global scale he has developed an entertainment channel, Oculus Venues Early Access, and another for Teleworking, Horizon Workrooms.Both are accessible through the Virtual Virtual Viewers Oculus.

With the evolution and boom of Blockchain, the projects linked to metovers are growing.Perhaps the most striking for the activity already reports is Dentcentraland.In it, it is necessary to acquire a plot called Land through the local currency mana.

Until the third quarter of 2021 the most developed District of Decentraland, Aetheria, had 8,000 lands where the cyberpunk style prevails.

Communicate in metaversus

Metaperso offers enormous possibilities of socialization.This has allowed many projects to look for new ways to launch their messages.

For example, in Second Life it has been common to see companies, political parties and journalists.The objective was to have an active presence to increase dialogue possibilities.

Fortnite is a video game that was born to fight and find a single winner (Battle Royale).However, it is increasingly frequent to find varied artists in this virtual environment.Rapper Travis Scott, DJ Marshmello or singer Ariana Grande are some examples.

In the case of Animal Crossing, a wide range of brands and companies has a presence.In addition to developing products for avatars, they have created islands and allusive decoration available for participants.

In the 2020 presidential campaign in the United States, the Democratic Party designed an island by candidate Joe Biden.

Another example is Roblox, a very popular network now between children and young people.In this metaverso, brands like Gucci and Vans are positioning themselves as real and virtual fashion referents.

In Decentraland, Coca-Cola has made transactions through NFT.Atari has installed a cryptocurrency casino, with its classic video game catalog.And the Muse Music Group inaugurated the Stagamese Stadium, another metoverso that is accessed through virtual reality viewers.

In all these cases, it is seen how each brand and creator has adapted their work and proposal to the audience.These organizations adjust their products to the narratives, times and audiences of each of these virtual universes.

The communication routes in metaverso are very diverse.It reaches from the dialogue (as Alexandria Ocasio-Cortez in Animal Crossing) and design of products for avatars, to creation of furniture and sale of elements via NFT.

However, there are limits.For example, Nintendo does not allow the user experience to be affected by the marketing strategy through Animal Crossing, according to a November 2020 statement.

Currently, in cases of Fornite, Roblox and Facebook, the presence of very young audiences prevails.These audiences mostly belong to the ALFA generation (born from 2010), which we can point out as the Native Metaverso audience.

Organizations and brands have a new space to raise their communication strategies.These virtual territories must be increasingly taken into consideration.Metaverso is a place ... whose name you have to start remembering.