An increasing number of companies are rushing into the metaverse to establish a brand presence or an office, though many have failed to establish a clear strategy for exploiting the medium, and have had a tendency of simply replicating their physical offices in the metaverse. Christian Glessner, CEO of Hololux, a virtual reality and mixed reality agency, cautions against “simply copying real properties and conventional physical design styles” in the metaverse.
Gamification and brand play can play key roles in metaverse offices and showrooms, especially in terms of enhancing user engagement. Christian believes gamification is “very helpful in improving the experience and engaging customers. “ He feels that gamification can also be effective in the metaverse for promoting companies “with less exciting products, like banks and insurance companies.” Hololux’s successful use of gamification in metaverse offices and events for two financial clients illustrates this point, and is credited by those clients in these statements:
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Welcome to the Metaverse Deutsche Bank! - click here to get insights
JP Morgan has been one of the strongest proponents for virtual offices in Decentraland. The bank incorporated its Onyx lounge in Metajuku, a virtual replica of Tokyo’s shopping mall, in Decentraland. The first floor of that lounge features a wandering tiger and a picture of the bank’s CEO Jamie Dimon. On the second floor, visitors have an opportunity to witness a discussion of experts on crypto through their avatar. JP Morgan sees great opportunities for generating significant revenue from virtual real estate ownership financed through decentralized autonomous organizations (DAO) like Decentraland and opportunities for attracting a new workforce.
Building an office in the metaverse requires considerable experimentation, as “every platform has different limitations and advantages,” according to Christian. Hololux built an office in Decentraland with its partner Azury, a real estate firm, to “show customers how to successfully promote their brands, products, and services in the metaverse,” and greatly expand their exposure, explains Christian. According to him, offices and shops in Decentraland could well become the “Fifth Avenue stores or offices of the future, with potentially millions of customers and clients drawn to their virtual office or shop.” In addition, Hololux’s office in Decentraland “allows us to attract new customers and employees, Christian pointed out.
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