The Metaverse Doesn’t Always Stay in the Metaverse

As digital trends become increasingly reflected in the physical world, your brand’s virtual marketing efforts can have real-life results

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Roblox’s Christina Wootton expands on the crossover marketing potential between real and virtual worlds. Below, in her own words, she says brands are only scratching the surface.

The challenge

The metaverse has become an elevated and heightened extension of the real world, so it follows that the trends we see IRL are reflected in the metaverse—from Gucci handbags to popular TV shows, real-life cultural phenomena bleed from the physical world into the virtual one.



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