From the BBC to Specsavers to Hugo Boss, several brands in Western Europe have entered or bumped-up their presence in the metaverse in recent months. And they have excellent reasons to do so considering YPulse’s recently published The Tween Study shows 70% of European 8-12-year-olds who play video games are playing in virtual worlds. So, even though artificial intelligence took the media spotlight over the metaverse in recent months, brands should absolutely continue to invest in virtual worlds like Roblox and Fortnite: most European tweens gamers are spending a significant amount of time (and money) there. While an avatar outfit or mini game add-on might not seem like much in one go, from millions of young players, brands can seriously benefit from selling virtual products. And even better, we know from YPulse’s Gaming data on teens that they’re more interested IRL in games that are part of their virtual worlds-meaning digital purchase can become physical ones. But first, understanding exactly how European 8-12-year-olds are spending money in virtual worlds is...
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