Creating a brand metaverse: for image, traffic and conversions

Why would a business create a metaverse

– Possible goals of creating a metaverse

– Advantages of working with metaverses

Roblox and Minecraft

The algorithm for creating a brand metaverse

How to measure the effectiveness of the metaverse

Where to order the creation of a metaverse

Why would a business create a metaverse

In recent years, there has been a significant change in how companies promote and how users consume content. In this context, the metaverses have become a radically new channel for their communication. Virtual and augmented reality are already a part of our lives: trying on clothes, choosing hairstyles, navigating or building with AR, games, dating, meetings in VR. It’s time for business. In the digital universe, companies can create extraordinary PR and marketing campaigns, and consumers can contact products in an interactive environment. In addition, it is still a wow product: you can become the first among the competitors of your market in the metaverse. But there is one important rule:

Don’t go to the metaverse just because it’s a trend.
Set specific business goals.

Possible goals of creating a metaverse

• Increasing awareness, loyalty, and creating an emotional connection.
• Studying the interests of consumers.
• Testing of products, packaging, and marketing solutions.
• Promotion of sales, registrations, subscriptions and other conversions.
• Personal branded digital space as a corporate media that disposes to trust.
• Attracting a new audience.
• Virtual presentation.

Advantages of working with metaverses

• Non-standard access to the target audience (TA).
• The image effect (even if it is not the goal, you’ll get it).
• Interactivity.
• The duration of the contact.
• Metaverses allow you to collect data about user behavior.
• Unique creative formats.
• Social interactions (you can create an active community, find ambassadors).
• The viral effect.
• UGC content (user-generated).

Roblox and Minecraft

Creating your own virtual world from scratch is not always the best solution. The first step is to evaluate all the introductory ones and consider the existing platforms on which a huge audience is already concentrated. Among them, it is definitely worth noting the following.

Roblox. This is a place where children of all age categories like to play. More than 200 million children spend their time here every month. The site presents a variety of game genres: construction, role-playing games, fights, «hand-drawn games», simulators, hide-and-seek, adventure games, etc. A variety of formats provides ample opportunities for creativity. And most importantly, the audience here is very active and friendly. If your target audience is in the range of 6 to 13-14 years old, then it is definitely worth considering this platform.

P.S. Check out our case «How to create a Roblox game for a brand: the Burger King experience».

Minecraft. World statistics for 2024 – 170-180 million players per month. The specificity of this «sandbox» is that there is both a children’s audience and millennials who grew up on this game back in the last era. Minecraft offers extensive opportunities for creating online meetings, private game servers, organizing contests or competitions in the metaverse. Interactive games, quests, and role-playing stories can work great to engage the audience.

We do not promote specific services. First of all, goal setting, strategy, and only then the choice of tools, which can be both ready-made multi-user platforms and the idea of creating your own metaverse.

The algorithm for creating a brand metaverse

1. Goal setting. We determine what we want to achieve, in what perspective, and what audience our efforts are aimed at.

2. The concept. The next step is to think about how we will achieve results using the virtual world (promotion mechanics, conversion mechanisms, concept, activity inside the game space).

3. Production. Next, we connect designers and technical specialists for the development.

4. Testing. No matter how much experience we have, there must be a focus group. A representative sample of Central Asian representatives, for whom the universe is intended, tests activities, gives feedback, and we finalize everything that can be finalized and improved. Only then – the launch.

5. Promotion and technical support. To get coverage, we connect promotion channels. If we work with Roblox or Minecraft, then it is effective to attract fans of these sites through content-appropriate influencers who will not only tell, but also show how to play by their own example.

We must remember about the support. It should be active from the moment of launch and throughout the entire campaign period. We collect feedback, work out, and promptly solve technical problems. If we see that some things can be improved, we will also implement them.

In conclusion, of course, there should also be an analysis of performance, an assessment of prospects, and development options. Regarding the metaverses, this is an important point, because we are creating a digital product that, in fact, does not have an expiration date. A successful world can become a permanent platform for communication or the basis for regular promotions, etc.

How to measure the effectiveness of the metaverse

Of course, when evaluating, you need to start from the goals that you set. As for numerical indicators, we traditionally turn to the PESO model and select the appropriate metrics. These can be:

• Traffic.
• Promotional campaign coverage.
• The number of mentions on social networks.
• Attendance per day/month, the dynamics of attendance.
• Conversions.
• The time of engagement, interaction with the audience.
• Repeated visits, returning to the game.
• Monetization (sales of subscriptions, tickets, NFT).
• Reviews, ratings.
• Activations of promo codes.
• Sales, revenue, customer base expansion, etc.

Where to order the creation of a metaverse

It is important to understand that the project of a branded metaverse should be based on goals and be a comprehensive product that includes strategy, mechanics of converting traffic into necessary actions, promotion, and analytics.

The team of the 2L communication agency is responsible for the integrated product, each of its stages and effectiveness.

Contact us with any questions about creating metaverses, branded worlds in Roblox, and gamification in PR and marketing. We are ready for the most unexpected requests, bold ideas and will be glad to make new powerful projects in this direction.

You can leave a request using the button below. Or write to us by e-mail sales@2l-pr.ru