Facebook He put the word metaverse in the mouth of the world and forced investors and ordinary people to try to understand a concept largely unknown until now. Thus, Goldman Sachs has delved into the possibilities offered by this parallel virtual world to analyze which companies are best positioned to succeed.
In the eyes of the investment bank, Web 2.0 – marked by the transition from desktop computers to mobile and local storage to the cloud – would be giving its last blows, with the technology leaders of this era firmly established.
But in the step towards the next revolution of the web, an evolution 3.0 where the metaverse seeks to be the prevailing trend, there is room for new actors to become stronger and become the Microsoft, Facebook, Twitter y Google of the next decade.
“The big tech platforms that benefited from the boom in mobile apps are now looking to augmented reality as the next change in computing,” he says. The report from Goldman Sachs.
“In this sense, the repositioning of the main consumer and business offerings towards evolving media consumer applications (such as games, avatars, attending sports and concerts, or exercise) appears to be the next logical shift in media patterns. consumption that is likely to drive the economic shifts of these platforms and create a new leader status among industry players, “he adds.
Videogames as a way to enter the metaverse
The company that has undoubtedly bet more decisively on the metaverse is Meta, “the company formerly known as Facebook“.
According to the Goldman Sachs report, Mark Zuckerberg think of the metaverse as a successor to the mobile internet that “will enrich physical experiences and be co-created by users in a responsible way.”
Goldman notes that “Zuckerberg believes that the metaverse will arrive in the next 10 years,” but that until then, he expects consumers to experiment with the format through 2D applications, just as the transition was made between purchasing physical products and digital, or through entertainment events.
In this scenario, video game creation and development companies such as Roblox, Epic Games o Niantic Labs, the company responsible for the augmented reality video game Pokémon Gothey will have a lot to say about it
It will also be a fundamental agent of change Nvidia, the multinational famous for its production of graphics cards for computers, which seems essential to give life to the visual engine of the metaverse.
“The CEO of Nvidia, Jensen Huang, has defined the metaverse as a 3D extension of the internet as we know it today […] and in an effort to build this world, Huang is focused on the platform Omniverse, which seeks to streamline workflows for creating virtual worlds through collaboration and simulation, “says Goldman Sachs.
The approach of games to the fashion and entertainment industry
Starting from the base of this attractiveness of video games to attract new users and serve as an entry platform towards the metaverse, the report of Goldman Sachs reveals how some brands have capitalized on the proposals for virtual events designed by games such as Fortnite o Minecraft.
“Although these and many other games are often viewed only from the perspective of video games, there are examples of the convergence of fashion, music and education in virtual and physical experiences,” they point out from Goldman.
To illustrate its example, the report cites Roblox’s effort to partner with brands that have offered exclusive items to virtual world users, ranging from clothing brands such as Vans, Nike and Gucci, to food brands such as Chipotle.
“During the pandemic, Gucci partnered with Roblox to recreate a virtual version of Florence’s Gucci Garden, including a Gucci store, a Gucci museum, and a restaurant Gucci. In the virtual world, players could transform into mannequins to try on different virtual items from Gucci that they could then buy, “the report cites.
Nike has promoted a similar idea in Roblox, building the universe Nikeland, a virtual space where players can play and try on products such as shoes and clothing to dress their avatar.
Exercising in a virtual environment
Another of the industries that Goldman believes that they can shine in the metaverse is that of fitness. According to the consideration of the US financial institution, the launch of Nintendo’s Wii game console in 2006 introduced motor skills when playing video games, a line that can serve as a precursor to “what is to come in the metaverse.”
In this field, one of the best positioned companies is Peloton, the company that offers exercise bikes with classes live through a screen to train from home.
“With the pandemic restricting consumers’ ability to attend training classes, Peloton saw significant adoption as users sought to exercise while still connecting with other people live,” the Goldman report synthesizes.
Now, with a view to driving product adoption and building loyalty to existing users, Peloton has focused on bringing its model into the metaverse through a game called Lanebreak that it hopes to release the game in early 2022.
“We can imagine a world in which a virtual reality helmet and a bicycle controller allow the user to participate in virtual races such as the Tour de France,” concludes Goldman. The virtual revolution will take time to arrive, but large companies are working to position themselves in the new world.