The Metaverse before Meta
We can all agree that these are extreme explorations of the human-machine relationship; but are the issues discussed, such as dependence on technology and the evolution of interpersonal relationships, not more relevant today than ever before?
The possibility of a shared immersive virtual environment had already been part of the collective imagination for more than 25 years, and the metaverse, understood as a digital experience, was an idea firmly established in the popular culture of the time. In fact, the term dates back to a few years before the release of the films mentioned above. It first appeared in “Snow Crash” by Neal Stephenson, published in 1992 (read it — we wholeheartedly recommend it!)
To give you a clear sense of the scale of these projects, below we show you what represented the pinnacle of (civilian) technology at the time:
Metaverse experiments: some interesting projects
So Mark did not really invent or promote anything new (we had legs in Second Life from the outset); he needed to reposition his creations (social media platforms age too, more than we might think) and made a quantum leap, perhaps too great a leap, towards an issue that sooner or later we would have had to address.
Before Meta, and perhaps even more interestingly, we saw other research and experiments in virtual reality emerge; two in particular offer useful points for reflection.
Education and the Metaverse
The first of these was created by none other than NASA and was a fully immersive experience that made it possible to explore Mars while keeping both feet firmly on Earth.
The project won a Cannes Lion in 2016, and was particularly praised for demonstrating the true potential of virtual reality in the fields of education and science communication.
I believe that seeing it has now made everything a little clearer.
The main drivers of this experience are the emotions generated by the experience itself and by human interaction, with the latter supported by sharing the discovery of a new way of learning.
As the education sector develops, the adoption of VR technology could certainly bring significant benefits. Meta, always attentive to what captures people’s interest, is also showing considerable interest in the virtual experience as a form of learning. While scrolling through social media, you are likely to have come across one of its advertisements at least once.
VR headsets: pros and cons
To assess the actual effectiveness of headsets for virtual reality, the University of Cambridge had them tested for an entire week in a workplace setting. The results showed that, overall, increased productivity and job satisfaction were offset by significant eye strain and increasing social isolation.
So, is it really worth it? All major changes require a period of adjustment. We are in the midst of what we might call a “technological revolution” and, like any revolution, this one also comes at a price, with effects that will only become apparent in the years ahead.
Virtual Reality in today's market
When discussing the presence of major brands in the metaverse, we must refer to the NikeLand project: a collaboration between Nike and the online game Roblox.
It is essentially a large digital playground, designed to engage the brand’s consumers by enabling them to interact directly with Nike through a series of activities: starting with the customisation of an avatar that resembles the real person to some degree, continuing with the acquisition of power-ups and concluding with the purchase of NFTs for their character that correspond to physical products.
In short, Nike has identified future of the metaverse in the near term as gaming; and the presence of an active, paying and loyal audience suggests that the brand’s choice may be the most appropriate for the current climate.
Following in the footsteps of Nike, other brands have done the same: Ariana Grande with her Rift Tour; Balenciaga and its extensive presence on Fortnite; and all the companies that have found a new “Second Life” in Decentraland and its MANA cryptocurrency.
The future of the Metaverse
We have gone from Matrix to Ariana Grande, a comparison that may make the most nerdy among us shudder; however, we have little choice but to draw together all these experiences at a time when the potential of technology remains the preserve of visionaries.
Experience teaches us that, even when we try to map out a clear path from the outset, we ultimately have to take routes we could never have imagined following when we first set out.
Consider how people viewed the metaverse in the 1990s, the hopes they placed in these projects, and compare them with the sense of rejection we now feel at the thought of living (at least for those of us who are boomers or millennials) in a world where social relationships are entirely confined to virtual worlds.
The time is certainly more ripe today than when Second Life was released in 2003, but the concerns, particularly those relating to the lack of social interaction, have persisted since the earliest metaverse experiments. It would be naive to claim that the metaverse has no future, but technology has its limitations, as attempts to replicate real-world dynamics demonstrate.
So, how will the metaverse evolve next? Will it remain the preserve of gaming? Will it truly find its place in the world of work? There are many possibilities and variables; all we can do is wait and see.
