In the Metaverse, live concerts have more appeal than live sports and shopping

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As companies seek to expand their entertainment offerings in the metaverse, adults seem more enthusiastic about attending live concerts virtually, ahead of attending live sporting events and shopping in the world of virtual reality, according to a Morning Consult survey.

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In a open letter Announcing Meta Platforms Inc.’s renaming and focus on the metaverse, CEO Mark Zuckerberg said the ability to experience all kinds of events in the metaverse “will open up more opportunities no matter where you live”. Meta did not respond to requests for additional comment.

There’s already evidence that companies are moving towards allowing fans to experience live events in the metaverse. Sony Group Corp. announced an agreement with Manchester City Football Club in the UK to become its “official virtual fan engagement partner”, an effort which the company says will include building a “global online fan community” and a virtual rendering of the club’s Etihad stadium.

These efforts have already sparked a debate whether those who play sports in the metaverse are “true fans”.

Some artists have already shown the way for live music events in the metaverse. Both Travis Scott and Ariana Grande played in Epic Games Inc.’s Fortnite video game, although Meta tried something similar late last year and saw little absorption.

On March 3-5, 2022, survey was conducted on a representative sample of 4,420 adults, with an unweighted margin of error of plus or minus 1 percentage point.

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