As the race to the “metaverse” continues, the creator behind the online game Second Life has some advice for brands.

As the race to the “metaverse” continues, the creator behind the online game Second Life has some advice for brands. Second Life is a user-built 3D world where users can customize their avatars, socialize, and run businesses, and for nearly two decades, the game has faced little to no competition. As metaverse hype builds, Meta and more are trying to build their own virtual worlds, but Rosedale explains companies may face a tough time building out a space where users want to “reside” as virtual worlds are first and foremost social places where users want to “play”—not just coexist. While kids are showing interest in interacting through 3D avatars inside Minecraft and Roblox, Rosedale explains that the average person hasn’t become comfortable inhabiting an animated avatar. Blockchain economies also pose a risk as total decentralization in virtual worlds can increase wealth inequality. YPulse’s Metaverse trend research explores how young people are interacting with the current landscape of virtual worlds. As brands continue infiltrating the space, it’s important to think about creating experiences (not just advertisements) for young users inside the virtual worlds they’re already a part of to engage with them in this emerging space. (PC Gamer)