As major sports brands step up their presences inside virtual worlds, some observers believe that live sports could help push internet users into the metaverse.
Following the salad days of 2021 and 2022, the hype surrounding the idea of the metaverse has returned to earth. Years after some individuals spent millions of dollars on non-fungible token avatars such as Bored Apes, the number of ways in which these avatars can be practically used remains relatively few, and the metaverse has largely remained the territory of teens, gamers and NFT enthusiasts.
Last week, however, Bored Ape owners were able to attend and watch Major League Baseball games using their avatars in what could be a new metaverse ballpark for brand marketers. For a September 25 game between the Tampa Bay Rays and Detroit Tigers, the sports league officially allowed NFT avatar holders to sit in its virtual stadium — and even stand in the outfield — with Hawk-Eye cameras capturing the in-arena movements of the ball and players and translating them into a real-time virtual display.
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